The man's exaggerated surprised expression and the text "Als je business door het plafond gaat." (When your business goes through the roof.)

The ad opens with a man looking surprised and holding his hands to his head, with text overlayed. The scene then shifts to a close-up of a smartphone displaying a loan application form. Next, two men are shown in front of a tattoo shop, one standing on the shoulders of the other. The ad then shows a close-up of the man on the bottom using the phone, followed by the first man again, and finally a screen with the ING logo and website. The pacing is quick, cutting between scenes to illustrate the concept.