ING

Aug 2026

Banking giant ING leans into the whimsical chaos of the holiday season with their latest commercial campaign, Savings Is In - Xmas. Eschewing the typical stoic tropes often found in the finance sector, the spot captures a distinctly suburban tableau that feels both relatable and delightfully absurd. The narrative unfolds on a quiet residential street, where a man draped in a plaid bathrobe accepts a delivery of an oversized plastic snowman, setting the stage for a playful interaction with a local courier. This live-action technique relies on warm afternoon light and a vibrant, cluttered lawnscape to anchor the brand in an approachable, domestic reality. By pairing the earnest delivery man with the backdrop of an eccentric, ornament-heavy neighborhood, the campaign creates a lighthearted atmosphere that reframes traditional holiday spending. Behind the scenes, the production was brought to life by the teams at Ogilvy Australia and Photoplay / Playtime, who managed to strike a precise balance between commercial polish and authentic lifestyle storytelling. The result is a cheerful, low-stakes narrative that effectively positions ING as a partner in the festive, sometimes messy, business of holiday preparations. It is a sharp execution that proves even financial institutions can embrace the spirit of the season with a sense of humor, ensuring the brand remains front-of-mind during a period of peak consumer engagement.

Lifestyle, Commercial, playful

Live-action Technique

Banking, Finance