We developed a television campaign that ignited consumers’ latent frustrations with banking practices that didn’t put them first and showed how Ally Bank is different. The spots used the ultimate arbiters of right and wrong - kids - and captured their honest, unscripted reactions to common banking practices like hiding behind fine print, and imposing ridiculous restrictions. Kids knew it was unfair and called it as they saw it. The spots forced viewers to wonder why they put up with these practices.