• by Tanya Gazdik , August 7, 2017

Ally Financial is launching a series of humorous ads featuring newly launched products including Ally CashBack Credit Card, Ally Home oans and Ally Invest.

The next series of ads in the “Do It Right” brand campaign focus on going the extra mile to help customers. The new series, called “Seriously Anything,” includes five new online videos and TV spots. One spot features comedian Arsenio Hall. 

All of the ads feature the company’s signature wit, but the underlying message is that it takes serving customers extremely seriously, said Ally CMO Andrea Riley. The spots are aimed at reaching the affluent consumer, with a focus on Millennials and Gen Xers, she says.

“We think good humor is universal and appeals to all ages,” Riley tells Marketing Daily. “It also allows us to develop deeper emotional connections with our customers. We want them to feel comfortable and think about financial services products and Ally with a smile.”

Refreshing the creative periodically helps invigorate the "Do It Right" campaign, Riley says. 

“It is a fresh take on how we define the Ally brand and what we are doing to solidify our reputation as a disruptive digital financial services firm, while further strengthening the bond we have with our customers, who are at the center of everything we do,” she says.

The 30-second “7500 Allys” spot, featuring a woman going about her day, with an Ally associate swooping in at key moments to help her avoid unnecessary purchases and save more money. “Dream Home” highlights the newly launched Ally Home loan offering from Ally Bank. It presents a couple planning to purchase their first home but experiencing some challenges. 

“Laundry” features a woman using her Ally CashBack Credit Card as a way to save more money. Meanwhile, her Ally associate is also looking for other ways to help her save, and suggests scaling back TV channels and instead inserting more drama and comedy into her life. The spot features an appearance by comedian, actor, and talk show host Arsenio Hall. “Commute” highlights the benefits of Ally Bank savings accounts. It depicts a man looking for sources of savings in his daily life, with the help of his Ally Bank associate.  

Finally, “Future” focuses on investing as a means to help prepare for the future through Ally Invest, Ally’s newly launched online brokerage and wealth management product. The spot, which will go live later this month, features a family and Ally associate playing golf, and then shows a future where their children and grandchildren might also be playing golf one day.

The “Do It Right” campaign was Ally’s first enterprise brand campaign, and launched in September 2016. The series included eight TV and online ads and a collection of print ads featuring real Ally associates from across the country. The campaign helped to unify the Ally brand as the company expanded its product offerings. The campaign resulted in a 9% increase in brand awareness for the company.