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.
