How do you launch a new bank in the midst of the worst banking crisis since the Great Depression? That was the challenge we faced when launching Ally Bank, formerly GMAC Financial Services. We built a new bank on being straighforward and doing what's right from the ground up, redefining the brand within the banking industry and establishing critical points of difference from other banks. The spots were shot with six hidden cameras and were unscripted – the kids were not told in advance that they were being filmed and the banker is played by an improv actor. The campaign succeeded to generate over 13 billion dollars worth of deposits.

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