Tom - ING | Clapboard Ad Archive

The ING campaign Tom, launched in France in 2019 and created by Rosapark, stands as a strategic articulation of modern finance communication through a humanized lens that connects directly with everyday banking customers. By centering the narrative around a relatable character named Tom, the campaign employs a storytelling approach that prioritizes empathy and accessibility over overt product selling or competitive comparison, reflecting a sophisticated understanding of consumer psychology in the finance sector. This choice situates the campaign firmly within what Clapboard's taxonomy identifies as FORMAT#10 ASSOCIATED USER IMAGERY, where the creative focus is not on dramatized conflict or explicit financial problem-solving but on building an aspirational and trustworthy user profile that audiences can both identify with and aspire to. The single film asset unfolds with clarity and visual engagement that demystifies the complexities of financial decision-making, embodying ING’s core brand values of transparency and reliability while reinforcing its positioning as a forward-thinking, customer-centric institution. Rosapark’s execution leverages subtle yet powerful narrative cues to evoke a sense of confidence and calm around the financial services ING offers, thereby humanizing banking in a way that speaks to the evolving expectations of contemporary consumers who seek partners rather than mere providers. The campaign’s delivery in French ensures cultural resonance and linguistic authenticity, reinforcing trust through local relevance. The measured use of storytelling rather than hard sell techniques allows Tom to serve as an archetype for ING’s prospective and existing clientele, making the brand approachable and its services easier to understand without resorting to technical jargon or aggressive persuasion. The campaign earns 53/100 in Clapboard’s global creative archive. Tom matters to the finance category because it demonstrates how a brand can foster emotional connection and demystify a traditionally complex sector through the power of user-centered storytelling that prioritizes trust and relatability over transactional messaging.