ING Direct continues its anti-ATM fee campaign

Online bank ING Direct has continued its anti-ATM fee campaign with a 16-second spot comparing paying a fee to access an ATM to paying money to tweet

The ad compares paying a fee to access an ATM to paying money to tweet.

https://www.youtube.com/watch?v=14Nnfcr59LQ

Shortly after the campaign launched, the bank announced it had parted ways with Droga5, handing interim creative duties to Soap Creative.

The 30-second spot which launched the campaign last month was created by Droga 5, with Droga5 developing the campaign while Soap Creative created the ‘You wouldn’t pay $2 to send a tweet’ video as an evolution of the campaign.

Miranda Ward

Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.

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topics $2 ad ATM Campaign creative Droga5 ING Direct Soap Creative Tweet

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Comments: 1

One small thing 6 Aug 14

The animation removes the punctuation from the second sentence.
Which makes the context of the next sentence that comes on screen change.

I read it the wrong the way the first time – and I was concentrating.

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