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ING Direct taps Isla Fisher to spearhead new Australian brand campaign

Australian banking group ING Direct has brought actress Isla Fisher on board to front a new advertising national campaign in a bid to highlight its customer service credentials.

The multi-million dollar national campaign, created by VCCP, kicks off today (15 June) with a 60-second film to be shown across cinema, TV and digital that shares Fisher's journey in getting to know the bank, becoming a customer and sharing other customers' good news stories.

Fisher is the first celebrity brand ambassador to come on board since ING Direct dropped comedian Billy Connelly in 2010.

The campaign encourages customers to share their experiences in the hope that it will show people “how banking can be".

VCCP founding creative director, Dean Hunt said the campaign needed to be "honest and entertaining" and reflect Fisher's relationship with the bank.

"Many of the scripts were based on actual conversations and written on the day, and feature actors playing real people from the project or cameos."

"In Monologue 60-second [the title of the ad] we are given access to the thoughts in Isla’s head around the believability of the message. With this ‘ads imitating life’ approach we needed full commitment from everyone involved."

The campaign was initially teased via social media.