BBH Makes Funny Money for E-Bank

NEW YORK Customers of traditional banks are meant to laugh all the way to online ING Direct after seeing animation interact with live action in a $50 million campaign from Bartle Bogle Hegarty.

“There are traditional savers, and then there are people we’ll call investors who would tend to view a savings account as boring or inappropriate,” said David Lewis, chief marketing officer for the Wilmington, Del.-based client. The New York agency’s first TV effort for ING is directed at both types of customers who may be looking for a higher return on their money, he said.

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