Touch the Ball in New TV Ad Campaign

In its new television advertising campaign, ING Direct USA, a leading direct bank, uses different scenarios to convey a better way to bank – “Touch the Ball.”

In each spot, ING Direct’s iconic Orange Ball represents an epiphany.

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A friend offers up the Orange Ball to the frustrated consumer as a solution. Touching the ball, the lead character experiences a revelation that ING Direct offers something new – a better way to bank.

“For the past decade, ING Direct has made banking simple through innovative products that add value, not aggravation,” says Arkadi Kuhlmann, president and CEO of ING Direct USA. “By touching the Orange Ball, we offer consumers multiple ways to save time and money – something Americans want and deserve.”

The first Touch the Ball TV spot started airing September 24 on ESPN.

The campaign will continue on various national networks including NBC, CBS, ABC and FOX and online at, and 

GWP Brand Engineering is the brand communications agency that created the television campaign for ING Direct USA.

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