Bank ads are getting bolder; more fun in, more facts out. That can only be a good thing for the millions of viewers who have to watch them, usually over and over again. Banks are also prolific advertisers.

The newest collection of Do Your Thing commercials, created by Bucharest agency, Jazz, for Dutch multinational bank, ING, is the epitome of bold advertising for a bank, with its oddball characters and their zany “things”. It was directed by Sune Sorensen,

Sorensen commented, “It’s not every day you see such a light-hearted and fresh approach but rarer still to see it in the financial sector or banking. So it’s a brave effort from ING and thankfully the early results already look very promising.”

The film was shot in Bucharest with MME Film and actors, Florin Fratila and Viorel Lonesco, during the recent re-opening after months of Covid lockdown.

“I took the characters very seriously because I find them lovable and wonderful even if they do go to the extremes. So I wanted to be there with them to get a sense of immersion and immediacy, which I, then aimed to achieve with a one-take approach.”

Production conditions are tremendously complicated these days, so the ambitious undertaking didn’t go entirely without hiccups.

“We needed to invent new mounts and rigs, bring a crane and seven tons of water in a three-ton pool to a derelict rooftop that had grass and plants coming out from the cracked surface and not least we needed to convey the stories in a limited amount of time without editing. All of which I’m sure added a few grey hairs to the producers. But I take pride in that.”

ING launched the new brand direction, Do Your Thing, in January this year, with the very welcome message that people should do more of the things that move them and by doing so make their world a little better. The bank’s “minimum friction and maximum simplicity” products and services have been existing in the background of this message ever since.

The campaign is running on TV, in cinema and online.

Credits:

Agency: Jazz
Creative Partner: Valentin Suciu
Creative Director: Andreea Ghenoiu
Senior Copywriter: Adina Bașag
Art Director: Vio Pintilie
Group Account Director: Ioana Cadîr

Director: Sune Sorensen
First Assistant Director: George Gugulici
DOPs: Ate & Alexandru Dorobantu
Producer: Dragos Vilcu
Producer Managers: Yuki &  Florin Neagu
Production Coordinators: Gore & Grigore Octavian

Making Of Video: Lulian

Client: ING
Head of Marketing and Brand: Wenka Booij                                                                                                                                            Marketing Specialist: Bogdan Puștea