He’s only human after all: meet ING Bank’s latest hire, Tom

As life gets more digital, banks seem to be going for a more human approach to advertising. Nationwide, HSBC and Lloyds are all taking this route, and now Dutch bank ING’s campaign in France is actively promoting man over machine.

Rosapark’s new ad for the Dutch bank introduces Tom, the biggest customer relations innovation of all time. He sounds suspiciously like a machine, as we hear testimonies about his complex brain, adaptability and speed of learning.

Tom looks like an automaton but at the end we see him sneeze and smile, just to prove he really is human.

MAA creative scale: 7

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.