• by Tanya Gazdik , September 22, 2010

It's not Valentine's Day, but Ally Bank's customers are dewy-eyed in the financial institution's new campaign.

Three new TV spots, the first of which launched Sept. 20, focus on why customers love the bank. They include 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 end with: "Ally. Do you love your bank?"

Since the bank rebranded from GMAC to Ally in May 2009, it has seen an increase in retail deposits each quarter, with more than $9 billion of deposits in the four quarters that ended in June. At the same time, customer satisfaction of more than 90% reflects the high service the bank has delivered, according to a survey conducted by the Detroit-based company.

"We hear from happy customers every day in social media and through customer service chat and phone calls," says Sanjay Gupta, Ally's chief marketing officer, in a statement. "Our approach -- to be straightforward -- has clearly resonated."

The new campaign -- which also includes radio, print and online -- will emphasize Ally Bank's customer-friendly services, products and features and will reflect the success of Ally Bank and focus on why customers love the bank.

Previous ads, which began in May 2009, showed kids being taken advantage of by an unscrupulous man (who was supposed to represent other banks). "The previous campaign served as an introduction to the new brand and highlighted specific products, services and features of Ally Bank," according to a company spokesman. "This new campaign focuses on what we're doing right."

Both campaigns were created by BBH New York.