ING Direct: spend your life well

ING Direct has launched its first new campaign since appointing a new agency roster at the beginning of the year.

The campaign is based around the idea of ‘enabling a life well spent’.

The ad is running as both 60-second and 30-second executions.

ING’s executive director, customer, Brett Morgan said in a press release: “We wanted to ensure our brand represented what we are to our customers – a bank that’s simple and easy to deal with.”

“Since launching, we have captured the attention of Australians and we’re now looking to cement our place in their financial decision making. With our upcoming launch into superannuation, we‟re now covering four areas of banking and this campaign highlights that we‟re more than a savings bank. “We are industry leading in customer advocacy and the ‘part of you’ campaign reflects this position.”

ING appointed Droga5 as creative agency, Soap to handle digital and UM as media agency in January.

Droga5 creative director Cam Blackley said: “Every one knows the saying, ‘There’s a part of me that wishes I had…’ or ‘A part of me wants to…’ and that’s what our ING campaign brings to life. The truth is we’re all made up of many parts physical and metaphorical and it’s a creatively endless story… that in this case begins with a bum.”

“Historically, the brand has always had an irreverent slant to its work so it made sense to launch The Part of You campaign with the tale of a bum that dreams of unfulfilled adventures while the rest of you sleeps soundly,” he added.


  • Creative Chairman – David Nobay
  • Executive Creative Director: Duncan Marshall
  • Creative Director: Cam Blackley & Steve Jackson
  • Creatives: Daniel Seager & Steve Hall
  • Agency Producer: Paul Johnston
  • Production Company : Revolver
  • Director : Steve Rogers
  • Producer : Pip Smart
  • Editor : Jack Hutchings
  • Post Production : Fin Design
  • Music and Sound Design : Nylon
  • Planner – Catherine Mellon
  • Executive Planning Director – Justin GrahamGroup Business Director – Rebecca Smith


  1. Jeepers
    13 Aug 12
    9:51 am

  2. Not the best application of an originally great track.

    Jars with the pictures.

  3. Luke T
    13 Aug 12
    9:56 am

  4. i just don’t get it……is it a tribute to the Honda Power of Dreams TVC….once again incomprehensible try hard work from Droga

  5. Um
    13 Aug 12
    10:24 am

  6. His bum never rests!

  7. goodone
    13 Aug 12
    11:08 am

  8. um…huh?

  9. EddieD
    13 Aug 12
    11:53 am

  10. Very very similar to Sears- .Life.Well spent – i think?

  11. rob
    13 Aug 12
    2:19 pm

  12. surprised they managed to get this away with only 4 creative directors…….i suppose lunch doesn’t eat itself

  13. yep yes
    13 Aug 12
    3:22 pm

  14. @rob don’t forget the 4 x telephone number salaries….

  15. Tim
    13 Aug 12
    8:52 pm

  16. That’s so shit and I have a account with ing. Is that what ING DIrect is spending my money on?

  17. Steve
    2 Sep 12
    4:11 pm

  18. I’ve now watched this ad 4 times and I don’t get it. Willing to admit I’m not that clever. Can someone explain it to me?