ING Direct looks at superannuation in first full campaign from Soap Creative

ING Direct is promoting its superannuation product ‘Living Super’ in the first campaign from Soap Creative.

The campaign sees a variety of characters talk about superannuation and introduces the term ‘superannuatiummm’. The characters include a postie, a dentist and a barber all played by comedic actor-writer Darren Gilshenan (The Moodys, Janet King).

Ashadi Hopper, Soap Creative’s executive creative director, said: “Super is rarely top of mind until it becomes a necessity. There’s no urgency to act because the problem today is the same problem tomorrow and there aren’t any penalties resulting from inaction. We decided that to overcome this inaction, we would bring super into everyday situations to spur action in a playful way.”

Supporting the campaign is an online platform which uses an ‘ummm’ search engine to answer questions about superannuation. Also complementing the campaign is a series of Q&A videos featuring the bank’s superannuation specialist Tim Hewson.

Soap Creative were awarded the creative duties for ING Direct after the bank split with Droga5 last month.

Droga5 were behind the bank’s anti-ATM fee campaign, which Soap produced a 16-second online video for.

The campaign launched nationally today.


  • Creative: Soap Creative
  • Production Company : The Feds
  • Director / Editor : Josh Logue
  • TV Producer : Nicola Woolfrey
  • Sound : Sonar
  • Grade : DDP Studios
  • Media: Universal McCann (UM)

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