Ally Sums Up Brand Philosophy in First Company-Wide Campaign: Do It Right

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Ally Financial, a leading digital financial services company, debuted a new brand campaign that reflects its focus on doing things right for customers. The campaign is the first-ever unified brand campaign in Ally’s history, bringing together the full scope of the company’s financial services offerings under the “Do It Right” mantra— including its award-winning online bank, auto finance and insurance businesses, digital wealth management and online brokerage platform, and Corporate Finance operation.

“Do It Right” will launch with a collection of punchy new ads this month, which highlight Ally’s relentless focus on customers and its commitment to providing leading products and services. The campaign will launch with three TV ads and three online video ads, which use humor to project the great lengths that Ally associates go to, in order to attend to customers’ needs. A series of eight new print ads highlighting various products and services will also run this fall, and feature Ally’s associates and customers, bringing an additional layer of authenticity to the campaign.

“The launch of ‘Do It Right’ marks an important milestone for Ally, because it brings together all of our financial services offerings under one unified brand promise that truly reflects our company and our relentless focus on doing things right for our customers,” said Andrea Riley, Ally’s chief marketing officer. “The creative includes photos of Ally teammates and customers and incorporates powerful narratives to illustrate the ways that we do things right.”

TV Spots

The “Do It Right” campaign kicks off with the 0:30 lead TV commercial “Anthem” which presents a group of associates racing to participate in a team huddle to affirm their commitment to serving customers. The associates are seen leaping over cubicles, running through streets and bursting through the conference room window to be a part of the huddle. Anthem will air on national TV networks beginning Sept. 6, and will be followed by two additional 0:30 TV ads which also reflect Ally’s focus on relentlessly putting customers first. “Swimming Pool” presents an associate slipping into the afterlife in order to predict the future of his customer, while “Wishing Well” presents a couple on a date and the woman jumps fully clothed into a fountain in an attempt to give the man his coin back.

Print

A series of compelling print ads will round out the campaign, each featuring different products and services, unified by the “Do It Right” theme. The ads feature Ally’s associates and customers, capturing the human element behind the brand promise and highlighting the contributions of different individuals in the quest to collectively “Do It Right”.

Kimmy works in Ally’s customer experience department and is featured in an ad that calls out a selection of Ally’s bank, auto finance and credit card products. She is pictured alongside text that reads: “We obsess over our customers. Nothing creepy, it’s just the right thing to do.” (Kimmy ad)

Troy Duhon, an Ally customer and owner of Premiere Automotive Group in New Orleans, is also featured in an ad. Mr. Duhon is pictured wearing rain boots and galoshes in the ad, which reads: “Troy Duhon doesn’t just believe in doing good business. He believes in doing good.” Further narrative in the ad discusses Mr. Duhon’s efforts to help his community recover after Hurricane Katrina. (Troy ad)

The launch of the “Do It Right” campaign aims to support and unify the Ally brand as the company expands its product offerings. Earlier this year, Ally acquired TradeKing, an online brokerage and wealth management platform, and also launched the new Ally CashBack Credit Card. The company also plans to launch a mortgage offering later this year.

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