ING Direct

While showbiz advice says never work with children or animals, no one ever said anything about puppets – and this documentary explores the nature of the characters behind the latest ‘fables’ advertising creatives.

The film, available to view on YouTube interviews a number of the team behind the adverts, which use modern-day fables to portray ING Direct’s commitment to ‘a decent way to do banking’. It even delves into the behaviour of the puppet characters when ‘off set’.

Commentary from staff of advertising agency Beattie McGuinness Bungay explores the nature of the characters featuring in the ads, including an old rogue of a beaver, a bear ‘prone to the odd tantrum’ and kleptomaniacal mole.

While light-hearted in tone, ING Direct hopes that the video will be useful to those studying or working in the advertising industry.

Robin Middleton, ING Direct’s Head of Digital Marketing said: “We’re very proud of our new adverts and wanted to celebrate this fact by creating these behind the scenes glimpses of the creation process.”

The TV campaign is currently live on national TV and is supported by outdoor press, poster, digital and radio treatments all from BMB.