Here are two ads from ING Direct. One’s from London’s Underground, one’s from New York City’s Subway.
ON THE UNDERGROUND
This ING want to be your friend.
It sounds forced because it’s not the sort of thing a bank would say. (Or a real person for that matter.)
ON THE SUBWAY
This ING tells it like it is.
They sound serious about their service, but their words still have personality.
The same brand, two different tones.
We know which one we’d prefer to look after our money.