ING Direct’s quick response mollifies critics of ad deemed offensive

ING Direct in Canada issued a quick response after a number of people said its recent commercial made light of mental illness.

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For some, it’s a huge bummer. The Canadian arm of ING Direct sought to capitalize on that notion with a Canadian TV commercial.

The commercial, developed by Toronto agency St. John, depicted a man suffering from depression-like symptoms, along with sleeplessness and anxiety.

“Turns out,” the narrator says, “it was RSP.”


“One TV spot launching Monday opens on a man glumly sitting in a chair outside and proceeds to show images of him lying motionless on the couch, or standing beside unused fitness equipment. The spot then informs viewers that his wife noted his condition and had him at ‘first thing.'”

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