Online-only Ally Bank is hoping to register with Super Bowl fans in its first spot: “Saving for that Ad.”

The 30-second spot, developed in partnership with its creative AOR Anomaly, was filmed in the deserts of Mendoza, Argentina.

A 30-foot bucket represents all the items people can save for —  from houses to vacations to parties.

During the game on February 11, the spot will stream on Paramount+, which will carry CBS' broadcast of the game. The streaming decision underscores Ally's pitch for saving money. It saves ad dollars on a streaming — and reaches its key demo: millennials and Gen Z, who prefer streaming to broadcast.

Ally Chief Marketing/PR Officer Andrea Brimmer told Sports Business Journal the price of a national Super Bowl ad on Paramount+ is “nowhere near the ZIP code” of what ads cost for a linear spot on CBS. A 30-second Super Bowl spot is $7 million.

The creative elements of Ally’s campaign also include sweepstakes aimed at helping consumers save more.

CBS' broadcast of Super Bowl LVIII is expected to be the most-watched televised event of 2024, delivering an average audience of 110 million, according to Sportico.

Anomaly's roster includes work for British auto brand Mini, Dick's Sporting Goods, Johnnie Walker Blue Label and Converse.