Detroit
New York City
New York City
Description
Nearly two decades ago, Ally disrupted the industry by introducing Ally Bank as one of the first digital-only banks. Today, it's disrupting again. Ally unveiled "Life Today," a new brand platform and marketing campaign built for the intersection where money meets real life, positioning Ally as the financial partner for how people actually save, spend, and dream today.
The campaign is built on a clear insight: for today's consumers – particularly Gen Z and millennials – financial progress no longer follows a neat, linear path of school, house, marriage, and retirement. Financial journeys are built through a mix of long-term goals and everyday moments: travel and wellness, friendships and fandom, home projects and new experiences.
The "Life Today" positioning is designed to meet today's banking realities, with a brand platform, refreshed identity system and wittier tone that makes Ally feel more modern, differentiated and relevant across consumers' financial decisions, big and small, reflecting how people live with money every day.
"'Life Today' highlights Ally as the financial partner in those real, day-to-day moments. Whether it's navigating the immediate needs of today, planning for tomorrow, or dreaming about someday, Ally is there as the financial ally that understands money is never just about numbers—it's about the moments, relationships, and freedom that make life meaningful," said Andrea Brimmer, Ally's Chief Marketing and Public Relations Officer. "Ally is entering a new chapter: one that honors our legacy as the original digital disruptor while evolving to meet a younger, digitally native consumer exactly where life connects with money today. This is not a departure. We're reigniting our soul, sharpening our edge, and signaling that the new Ally is here."
The campaign prominently features the company's "Do It Right" ethos, which has anchored Ally's culture for over a decade. From smart savings tools to groundbreaking financial education focused on money psychology, Ally's customer centricity has led to an industry-leading track record with existing customers, highlighting a retention rate exceeding 90 percent. The company's Refer a Friend program, which rewards customers for bringing in new account holders, has become a key driver of growth—demonstrating that once people bank with Ally, they are not only loyal but actively recommend the service to others.
The platform, developed with newly appointed creative agency of record Anomaly LA, begins rolling out May 14, 2026, and will run across linear television, streaming, out-of-home advertising and social media. It targets customers whose money journey isn't just about accumulation—it's about enabling the life they want to live today while preparing for "someday" goals.
This professional campaign titled 'Life Today' was published in United States in May, 2026. It was created for the brand: Ally Financial, by ad agency: Anomaly LA. This Film and Integrated media campaign is related to the Finance industry and contains 4 media assets. It was submitted 11 minutes ago.
Credits
Brand: Ally
Campaign: Life Today 2026
Andrea Brimmer: Chief Marketing Officer
Bridget Sponsky: Executive Director Brand, Sponsorships & Creative Management
Tom O’Neill: Senior Director, Integrated Creative Management
Meaghan Nesemeier: Brand Director
Agency: Anomaly LA
Chief Executive Officer: Khara Wagner
Chief Creative Officer: Josh Fell
Chief Strategy Officer: Amanda Feve
Group Creative Director: Sara Oakley
Group Creative Director: Melissa Wood
Sr. Copywriter: Lauren Torres
Sr. Art Director: Chris Cole
Head of Project Management & Creative Ops: Chris Greve
Group Project Management Director: Michelle Yee
Sr. Project Manager: Michelle Yoon
Head of Production: Erika Madison
Executive Producer: Olivia Edgren
Senior Producer: Maddie Gorman
Group Comms Strategy Director: Harriet Riley
Comms Strategy Director: Breanna Jones
Comms Strategist: Parker Smith
Group Business Director: Max Taylor
Business Director: Jake Thelen
Account Supervisor: Jocelyn Lee
Head of Business Affairs: Dani Vargas
Sr. Business Affairs Manager: Amanda Snelling
PRODUCTION: LoveSong
Director: Daniel Wolfe (@danieljudewolfe)
Managing Partner: Kelly Bayett (@kellybayett)
Executive Producer: Deannie O'Neil(@deannieo)
Head of Production: Paige Kauffman (@thatgirlpk)
Staff Producer: Becks Parra (@becksparra)
Producer: Alex Chamberlain (@alchamberlain)
Production Manger: Ben Burdock (@bennyburdock)
1s AD: Hayley Williams (@haxleyrussia)
DOP: Harry Wheeler (@harry__wheeler)
Production Designer: Laurie Walters (@lwalters.co)
Directors Assistant: Luis Cross (@luisxcross)
SERVICE CO: Monkey Films
Producer: Clare van Zyl
Producer: Phillip Killingbeck
1st AD: Gabriel Williams
Line Producer: JC Smuts
Production Manager: Irfaan Fredericks
Coordinator: Shaye Delport
Art Director: Chris Bass
Wardrobe Stylist: Reza Levy
Key Make-up/Hair: Nina Davis
Key Grip: Roderick Dean Smith
Gaffer: Travers Randall
Locations/Unit Manager: Jason Reorig
1st Camera Assist: Nick Turvey
Casting Director: Kharmel Cochrane
Hero Talent “Liz”: Julia Muszalska
EDITORIAL: Marsheen/Work Editorial
Editor: Dominic Leung
Marsheen Executive Producer: Harriet Cawley
Work Executive Producer: Drew Rissman
Work Managing Director: Marlo Baird
Work Head of Production: Gabrielle Page
Marsheen Assistant Editor: Matthew Blacklock
Work Assistant Editor: Jennifer Losch
Work Senior Producer: Juna Drougas
GRADE: Electric Theatre Collective
Colourist: Jason Wallis
Colour Producer: Alex Carswell
VFX: Stray
CREATIVE DIRECTOR: Dan Williams
EXECUTIVE PRODUCER: Clare Melia
VFX SUPERVISOR: Dan Williams
2D LEAD: Rebecca Clay
COMPOSITORS: Emine Arkin, Giles Hicks
LEAD ONLINE: Alan Maiden
DMP: Yit Sanalan
AFX: Diogo Gil, Jason Moss and Adam Roche
DESIGN: Jules Esteves
PRODUCER: Ellie Georgiou
Instagram credit list:
VFX / @stray.london
Creative Director / @danwynwilliams
VFX Supervisor / @danwynwilliams
Compositors / Emine Arkin, @gilophonic
DMP / @nekocansan
AFX / @digilart, @adamrroche
Design / @julesesteves
Executive Producer / @meliacl
VFX Producer / @elliegeorgi0u_
MUSIC: Consortium
Creative Director/Arranger: Seth Olinsky
Music Post Producer(s): Maggie Flatley, Rebekah Koerbel, Dennis Samatulski
Music Editor: Justin Miller
Music Supervisor: Jocelyn Brown
AUDIO: Lime Studios
Sound Design and Mix: Peter Lapinski
Audio Assistant: Matthew Hodges
Associate Producer: Olivia Hicks
Executive Producer: Susie Boyajan
