ING: Sponsoring Voetbal

JWT Amsterdam explore the plight of the football training vest in a new spot for ING celebrating the brands ongoing sponsorship of Dutch football.

Sponsoring Voetbal, directed by Ismael for Pink Rabbit, sees the training vest put through the various indignities it faces everyday as it gets smeared in mud, grabbed by overzealous tacklers, and in one scene gets a Dutch footballer's genitals all over it. Actually, it might be into that last one.

However, at the end, the vest is used as a symbol of which footballers get to play for the Netherlands, becoming a proud symbol of all the hard work that went into playing at that level, turn the ad into a potent symbol of ING's sponsorship of 'the beautiful game' rather than an extended excercise in the brand's logo being literally dragged through the dirt.

Read shots issue 169 for an extended look at the Amsterdam creative scene.