Along with the return of its chief executive, ING Direct launched on Monday a new TV advertisement that features male backside as its catch-on.

Created by ING's new ad agency, Droga5, the new campaign has the tagline Spend Your Life Well. It replaces the firm's old campaign titled Your Money.

In referring to the bum, the commercial calls it "a part of you that knows there's always more." The ad opens with images of man in pyjama sitting, riding, rowing, being patted and being shot out of jet plane, accompanied by the line "This is for the part of you that never rests."

Brett Morgan, executive director of ING Direct, said the new ad seeks to gain more attention to the company's expansion of operations and foray into transaction accounts, home loans and superannuation. He said previous ads such as the ones that featured Billy Connolly and an orangutan named Charles built attention for ING, but the firm needs to bring its marketing campaign a notch higher through more attention-calling ads.

Cam Blackley, creative director of Drogas5, explained the ad brings to life people's hidden desires that says "A part of me wants to...."

"The truth is we're made up of many parts physically and metaphorically and it's a creatively endless story... that in the case begins with a bum," he told Mumbrella.

"Historically, the brand has always had an irreverent slant to its work so it made sense to launch The Part of Your campaign with the tale of a bum that dreams of unfulfilled adventures while the rest of you sleeps soundly," Mr Blackley said.

Mr Morgan said since the ad's launch on Monday, ING had captured the attention of Aussies. "We're now looking to cement our place in their financial decision making.... We are industry leading in customer advocacy and The Part of You campaign reflects this position," he said.

Vaughn Richtor recently returned to ING Direct Australia as chief executive after overseeing the firm's retail banking operations in Asia which covers India, China and Thailand. Mr Richtor, prior to his Asian transfer in 2006, was ING Direct Australia's chief executive for 11 years.