Isla Fisher is going to talk herself through this ING Direct spot, no matter what it takes.
The Australian actress does the internal monologue gag for the bank, working up the courage to deliver her endorsement on camera. The self-deprecating concept and copy, from VCCP Sydney, knack a bit of Anna Kendrick's no-bollocks work for Newcastle, but with a slightly less cutting and slightly more helpless vibe.
For those of us who don't speak Down Under, it's not entirely clear whether she's taking investment advice from her maid, or her mate. But there is a nice catty swipe at "Hugh" (Jackman) and "Russell" (Crowe)—because apparently there's some running rivalry among Aussie movie stars.
The ad continues this year's trend of celebrities delivering intentionally weary pitches in a reluctant-endorser style. (Previous examples: Ricky Gervais for Optus/Netflix, Neil Patrick Harris for Heineken Light and Ewan McGregor for BT.)
In the end, this ING work trades well enough on Fisher—gorgeous, silly, charming. Now all she has to do is learn to read.