The second spot depicts money rushing out of a bank vault, through the streets of a city, to a car dealership, where its owner is considering the purchase of a vintage car.
"We wanted the spots to be about people's relationship to money," said Kevin McKeon, executive creative director of the New York office of Bartle Bogle Hegarty, which is 49 percent owned by the Publicis Groupe.
Ian Rubin, research director of Financial Insights, a subsidiary of International Data Corp, a Framingham, Massachusetts-based consulting firm, said: "I think the message is great. They're saying `This can be fun, it doesn't have to be stodgy.' If it gets people thinking about savings accounts and CDs who wouldn't think twice about them, it can drive a lot of people to look at ING as an option."
RSS