ING Direct’s Fables Probably Won’t Survive a Retelling

  • 1 min read
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Beattie McGuinness Bungay‘s fables campaign for ING Direct UK are inviting at first glance, bearing a vague resemblance to The Wind in the Willows, but are most readily compared to Aesop’s Fables — except with “morals” only loosely tied to unmotivated plotlines.

The ads try compensating for this with an occasional stab at tongue-in-cheek humour, but that fails to compel. (Maybe it’s the British/American divide?)

Otherwise, the work is beautiful — typical Psyop. There’s a lesson for you: without actual substance to the idea, even the best production firm can’t save you.



Picture of Steve Hall

Steve Hall

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