Actress Isla Fisher has been announced as ING DIRECT’s new brand ambassador in the bank’s new advertising campaign to showcase what banking can be like.

The campaign aims to position ING DIRECT as the country’s recommended bank.

John Arnott, executive director, customers, ING DIRECT, said: “This is about us talking the walk. We’ve built a fantastic proposition across transacting, saving, mortgages and superannuation, and we share our success with our customers to help them get ahead. We are a unique business in how we operate and what we do for our customers, and it’s time for us to share this customer experience more broadly.”

Customers are being encouraged to share their banking stories via a new platform, with their experiences becoming part of the brand’s campaign early next year.

Arnott added: “We are relying on our customers sharing their stories of dealing with ING DIRECT and you can only do this if your customers are willing advocates.

“We have worked hard to create a truly customer-centric bank and we are now in a position where we can put advocacy at the heart of our brand.”

Speaking of working with Isla Fisher, Arnott said: “Isla is our first celebrity ambassador since Billy Connolly, and we’re delighted to have her on board. We’re confident that she will help us make banking human and show Australians how banking can be.”