IconicALLY

Your bank can have a big impact on your savings and wealth. Now, rising rates and inflation have coupled with the looming recession to create economic uncertainty for Americans everywhere, and it’s more important than ever for your bank to have your back. Showing how it responds to that challenge, Ally Financial introduces the newest iteration of a multimedia campaign from its creative agency of record, Anomaly, today.

The campaign, entitled “IconicALLY,” reinforces the idea that “we’re all better off with an ally” in the most important financial moments of life. You can view all the work here.

The 60-second spot depicts a father and daughter playing soccer in a front yard, a couple on a romantic date, and fans cheering on their team, along with contextual words that end in "a-l-l-y" to underscore the significance of having an ally in your corner.

The spot is accompanied by three 30-second spots highlighting different moments folks might save for. For instance, the 30-second spot “Whatever You’re Saving For” shows a man breaking ground on a construction job in his home while the word “aesthetically” appears and a woman “stylistically” splurging on a new set of sunglasses.

The campaign builds on Anomaly’s totALLY campaign for Ally, which launched October 2021. It will run across TV starting with OOH placements across seven markets and a station takeover in Times Square launching April 24, with integrated QR code elements to come.