How to achieve cut through in a competitive sector? Droga5 had a big task to do for ING Direct. Because bank commercials...well, there are rather a lot of them. The result of Droga5's creative thinking is The Part of You campaign based around the tag line, “Live your life well”.

Cam Blackley, Creative Director, Droga5 Sydney, describes the campaign's rationale,

"Every one knows the saying, 'There’s a part of me that wishes I had…' or 'A part of me wants to…' and that’s what our ING campaign brings to life. The truth is we’re all made up of many parts physical and metaphorical and it's a creatively endless story… that in this case begins with a bum. Historically, the brand has always had an irreverent slant to its work so it made sense to launch the Part of You campaign with the tale of a bum that dreams of unfulfilled adventures while the rest of you sleeps soundly."

The new campaign is the first since the new agency roster was announced earlier this year, and replaces the previous, It's your money series. The life preserver that had featured in ING advertising will no longer be part of the ING Direct look and feel.

The idea of enabling a life well spent has been applauded by ING Direct's executive director, customer, Brett Morgan, “We wanted to ensure our brand represented what we are to our customers - a bank that's simple and easy to deal with. “Since launching, we have captured the attention of Australians and we're now looking to cement our place in their financial decision making. With our upcoming launch into superannuation, we're now covering four areas of banking and this campaign highlights that we're more than a savings bank.

“We are industry leading in customer advocacy and the new Part of you campaign reflects this position.”

The campaign, created by Cam Blackley & Steve Jackson (creative directors) and Daniel Seager & Steve Hall (creatives), was directed by Steve Rogers for Revolver. It went to air on Sunday night, August 12th.