Remember the TV ads for Ally Bank by Bartle Bogle Hegarty where the little kids got punk'd? That was the ad campaign responsible for introducing America to Ally when it launched in 2009, but now, the bank is taking whole new direction with a whole new agency.
After conducting a review and selecting WPP's Grey as its new agency earlier this year, the bank -- which is a subsidiary of Ally Financial, the reboot of GMAC -- is embarking on a new, kids-free approach. In a campaign that begins airing this week, the bank encourages consumers not to take any crap from their bank.
Asked why they dropped the kids, a spokeswoman had this to say: "The 'kids' campaign served as an introduction to the new brand and highlighted specific products, services and features of Ally Bank. This new campaign continues to highlight Ally Bank products, services and features, but highlights that they not only make good financial sense for customers, but also make 'people sense.'"
In the first TV spot, we see a man who's standing at the ATM, hestitating to hit "accept" when the machine informs him it will charge him a withdrawal fee. But in the background, others are peer-pressuring him to just hit the button, suggesting that 's "just the way things are." As for the forthcoming spots? We're told by Ally Bank that they were directed by documentary maker Morgan Spurlock, so we'll be closely watching for those to broadcast.
Which do you like better? This new, grown-up approach or the spots featuring the kids? Let us know in the comments.