• by Tanya Gazdik , September 19, 2011

Ally Bank is launching an ad campaign centered on the concept of "people sense" -- with creative focused on the financial institution's goal of doing right by customers, because it also makes good business sense.

TV, which breaks Sept. 19 at 9 p.m., includes the tagline "No nonsense. Just people sense." Spots will air on networks including ABC, CBS, NBC, CNN, MSNBC, Fox News, ESPN, HGTV and the Golf Channel.

The campaign also includes print, radio, digital and outdoor advertising. There are two TV spots, two radio and various print, digital and outdoor, with more to come, according to a spokesperson.

Print will be featured in financial and lifestyle publications, including Money, Fortune, The New York Times and The Wall Street Journal. Digital includes CNNMoney.com, Yahoo, MSNBC, AOL, Kiplingers.com, Real Simple and Bankrate.

This is the first work from new agency Grey New York, a bank spokesperson tells Marketing Daily. Grey won the account in April after a review which included Leo Burnett in Chicago, Venables Bell & Partners in San Francisco and the primary incumbent, Bartle Bogle Hegarty in New York.

This is the first new work for Ally in almost exactly one year. The last campaign broke last September and had a "love theme." One spot included a job applicant who lists the love of his bank as one of his interests. Creative for the other two spots includes a dog owner who teaches her pup to "say" the words "We love our bank" and a rock singer who interjects an ode to his bank in his song lyrics. The commercials ended with: "Ally. Do you love your bank?"

The Detroit-based bank rebranded from GMAC to Ally in May 2009. In July, Ally Bank launched several new products and services including its debit rewards program, Ally Perks; a person-to-person payment service, Popmoney; a 4-year term of its popular Raise Your Rate CD and a suite of IRA products.

Ally Bank is a direct bank in the U.S. that offers online savings, interest checking, money market accounts, certificates of deposit and IRA plans.