ING's brand position is that they bring a fresh approach to financial services. They sponsored the New York City Marathon because people have to break norms and apply a fresh approach to their daily lives in order to run a marathon. We took a fresh approach to making a 30 second web ad by using recycled video and audio from previous marathons, and using flash to build an ad that would stand out on the web, speak to the synergies between ING and the marathon, and feel fresh in the space in which it was running.