Ally Financial is asking who's the boss. It's not Tony Danza and it's certainly not the traditional banks—it's you, the consumer. The Detroit-based digital bank is debuting the first work from its new agency roster, selected after a competitive review earlier this year.
This is the first phase, debuting on Oct. 8, National Online Banking Day, of a larger campaign that will be unveiled later this year, says Andrea Brimmer, chief marketing and PR officer at Ally, noting that it's a "tease" for the other work.
"It's focused on helping us reawaken America around paying attention to your money again," she says, noting that a new promotional offer will compete heavily with the low interest rates for savings of big banks.
A 30-second spot showcases big bank tellers joyfully counting dollars, as a voiceover says, "For decades, banks have been getting away with it—charging you excess fees, making you wait in line, and keeping billions in dollars of your interest." The scene then shifts to Ally's trademark purple, as the voiceover says, "That's not right. It's time to show them who's the boss of your money. You." The new work continues Ally's two-year-old "Do It Right" campaign.
In June, Ally tapped Anomaly for creative duties and R/GA for digital, following the selection of MediaCom to handle media earlier that month. The reviews, handled by Avidan Strategies, were closely watched in the industry. The bank also took the unusual step of paying all finalists.
Last year, Ally spent $133 million on advertising and marketing, according to company financials, a 19 percent increase over 2016. Brimmer says that the brand is not spending more on its new advertising, but rather that it delayed dollars until the fall in order to make a bigger push.
The new work will appear on TV, on digital channels, in out-of-home and in print. A print ad reads, "Your bank makes you," and ends with an image of the angry orange-faced cursing emoji.
"It's such a visually striking campaign—you won't be able to miss it," says Brimmer.