The Ally “Kids” campaign set out to introduce a new kind of bank in the midst of a major financial crisis within the United States. The primary objectives were to build awareness of and grow deposits for a bank that thinks/acts differently amongst consumers whose level of trust towards financial institutions was at an all time low. We developed a television campaign to expose bad banking practices and show how Ally is different using the ultimate arbiters of right and wrong: We captured kids’ honest, unscripted reactions to common banking practices. The spots force viewers to wonder: If kids can tell the fundamental difference between right and wrong, why can’t banks? And why do I let them get away with it?