Budgeting and personal finance app Albert turned
to a “Modern Family” star to promote its new AI-powered financial assistant tool, Genius
The campaign centers around an ad starring actress Sarah Hyland (“Modern
Family,” “My Fake Boyfriend,” host of “Love Island USA”). The new spot aims to demonstrate how Genius
can help with everyday financial scenarios. Hyland asks “Genius” to provide her with a new budget and financial plan, and is surprised when it finds her a way to save on a monthly
bill.
Hyland’s appearance is part of the brand’s attempt to convince audiences the service is worth the $39.99 per month subscription cost (a detail delivered in fine print near
the spot’s conclusion). (That price tag would certainly seem to cut into savings the brand suggests the service can deliver.)
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The ad debuted last Sunday during Fox’s broadcast of
the NFL Playoffs matchup between the San Francisco 49ers and the Philadelphia Eagles. It will continue running across broadcast TV and streaming in the coming weeks, including airing during upcoming
NFL Playoffs coverage this Sunday.
Albert says the campaign marks a “notable shift” in the brand’s marketing strategy from performance marketing and word of mouth to its
first celebrity-driven effort.
The campaign builds on increased marketing investments from the brand in recent months, including Albert’s recent partnership with the WNBA. According to a
representative for the brand, the new ad was designed to provide “a clear brand voice for Albert,” and to set “ the foundation for how the company plans to show up
culturally.”