ICE CREAM by BBH New York, Hungry Man for Ally

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ICE CREAM

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Industry Banking & Financial Services
Media Film
Market United States
Agency BBH New York
Copywriter Kevin Doyle
Agency Hungry Man
Director Hank Perlman
Creative Director Todd Riddle
Art Director Dylan Bernd
Copywriter James Harvey
Producer Caleb Dwart, Heather Richardson, Maura Woodward, Kevin Byrne
Editor Owen Katz, Tom Scherma @ Cosmostreet
Released May 2010

Credits & Description

Category: Banking, Investment & Insurance
Advertiser: GMAC
Product/Service: ALLY BANK
Agency: BBH
Production Company: HUNGRY MAN, New York, USA
Date of First Appearance: May 3 2010
Chief Creative Officer: Kevin Roddy
Creative Director: Todd Riddle/Kevin Doyle
Copywriter: Kevin Doyle/James Harvey
Art Director: Dylan Bernd
Agency Producer: Mary Ellen Verrusio
Producer: Kevin Byrne/Caleb Dwart/Maura Woodward/Heather Richardson
Director: Hank Perlman
Editor: Tom Scherma/Katz
Account Manager: Megen Klementick
Editing Company: Cosmo Street

English Description
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?