Caught the ING direct advertisement on the adland web site (a site dedicated to advertising and advertising debate for practitioners). There are several ING adverts shown - the squirrel one is hilarious. I guess they were going for attention getting 'distractions' that provoke your curiousity and force you to watch the advert. Even with the sound muted you wouldn't forget!!! Pretty effective really - simple message, company name and mission - and they sure got my attention with Lee appearing.