Shades of Blofeld: ING Direct to air third ‘Parts of You’ TV spot this weekend via Droga5, Sydney
September 21 2012, 5:34 pm | | 17 Comments
Droga5 Sydney will air the latest ‘Parts of You’ spot for ING Direct (the third in a series of four) – this weekend.
Creative Chairman: David Nobay
Executive Creative Director: Duncan Marshall
Creative Directors: Cam Blackley and Steve Jackson
Creatives: Daniel Seager and 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
17 Comments
So it’s gone from a bunch of arse to a James Bond spoof via insomnia. A few more spots and they’ll hit on a winning idea eventually.
VO: Blah blah blah, while an unseen bloke strokes a cat.
How can you possibly digest the offer which presumably is supposed to be communicated in this spot? It runs counter to the ‘action’.
Another miss by the exalted D5.
1/2 an idea
??
Bond. Alan Bond.
Whoever sold this campaign to ING could sell an Emperor an invisible suit.
After Billy Conolley and the Orangutan, this campaign is self indulgent ad wank at best.
Very nice spot, and quietly jealous there’s no obligatory hoop or random orange primate having to appear anywhere.
Nicely produced, clear and works well, got a giggle at the card going into the globe. Should work its socks off.
What is amazing is not just that this ad is pants, but that the usual jizz-fest around anything that D5 touches seems to be abating.
That being said, it is the weekend, so we’ll see what Monday holds…
I’m surprised the usual sycophants haven’t got on here praising it yet… after all, it is from the hallowed halls of D5…
This is terrible. Both in idea and execution. Even the best do bad.
To the marketers of ING direct – tsk tsk. You have built little with this brand in 7 years You now have even lost that last equity the obvious and important orange.
I’ve no idea how you can make this cat tv work in an integrated sense (perhaps an evil cat meme) just wish it was advertising as good as the product.
I’LL GET YOU GADGET!
Presumably 5:12, you work in an industry other than advertising. If not, I pity your clients.
But moving on to the fundamentals: Whatever brand equity was built by the debatable campaign themes which preceded this utterly forgettable and impenetrable commercial has come to nought. I personally thought the Billy Connolly work was generic to the finance industry and the orangutan creepy – but at least it was an attempt at branding.
I wonder how much money has now been wasted by ING trying to find some sort of brand property over the years. It’s easy to blame the feeble attempts by the various agencies, but at the root of it, it seems to me as an observer that the real weakness is in the client marketing department. There is no discernible strategy at work here, never mind the so-called ‘creative’ solution.
At some stage, ING Direct, you are going to have to decide what you stand for and hammer it home with some sort of continuity. Unfortunately after the efforts of some pretty unfashionable agencies, this effort by the glamorous D5 is the weakest so far. But perhaps they have one hand tied behind their back. Surely there is no other explanation for such incompetence.
What nobody has pointed out is that this is actually an awesome brief. They’ll pay the fee at any competitor’s ATM. How good is that? Gets totally lost in this irrelevant rubbish though.
If you’d ever had the extreme displeasure of working with this marketing team, their incompetence, their interference, their impediment to any process, all coupled or contrasted rather by a curiously misguided sense of superiority, you’d know just how accurate your comments are here with regard to the responsibility for any in the series of disastrous campaigns over the past several years, the latest included among them, if not at the top of the list.
Even Dutch bankers deserve better.
I have never worked with them, and had no idea how spot on my observation was, 9:01. I merely had a strong sense of it. The vibe, you might call it.
I’m not often wrong, but this time I was right.