Creative > Ad of the Day

Ad of the Day

Ally Bank "Pony"

Brand: Ally Bank
Agency: Bartle Bogle Hegarty Ltd.
Review Date: May 21, 2009

Dating back to the days of Brand X, advertising has always been adept at depicting bad guys. A campaign by BBH New York for Ally Bank -- the newly named offshoot of GMAC Financial Services -- displays this skill as it shows a bad banker subjecting little kids to the sort of shifty treatment banks routinely mete out to their customers. Viewers will nod in agreement as one spot shows the banker letting a kid play with a great toy truck -- but only for a moment, since, as fine print on the truck explains, it's a "limited-time offer only." In the spot shown here, one girl gets a little toy pony while another gets a real live pony. Why didn't the first girl get a real pony, too? "You didn't ask," Bad Banker curtly explains. The idea is to convey that Ally Bank, unlike its competitors, "alerts you when your money could be working harder and earning more." That's potentially a useful feature (leaving aside the fact that lots of people lost lots of money in the past year through efforts to make their money "work harder"). The problem, typical of ads that focus on a villain, is that the positive message about Ally is far less vivid than the negative message about other banks. The disappointed face of the girl who got the dinky little toy pony is a memorably forceful image, after all. A voiceover's allusion to Ally's helpful services can hardly compete with it for our attention.  --Mark Dolliver

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Overall rating:
(0.66 ) Bad

214 Comments
  • 1. Andy comments:
    February 08, 2010

    I don't understand why we have to play on the emotion of these children. These adds are horrible. Perhaps the marketing dept. of Ally Bank should re think thier strategy, unless it was to turn off people opening new accounts with Ally. I am glad their not in Illinois!


  • 2. trtracy@hotmail.com comments:
    February 05, 2010

    Your bank is associated with the "bad banker". You should hire Ann Curry, NBC news (who looks like the girls mother to sit in for a rerun and tell the bad banker "She already has a horse...followed by a Clydesdale who drags the guy's ass off the stage. (Walt Disney, RIP and every viewer would have a a better impression of your bank. You owe the public and your stockholders a better view of your services than that weak, "want some candy little girl?" incident. The current ad should get high marks from child abusers and wife beaters.


  • 3. Lemon Eater comments:
    February 05, 2010

    My fiance and I LOVE this commercial. The look on the little girl's face is remarkable, priceless. She truly speaks volumes with just a look. We only hope that fair compensation was made to both--ESPECIALLY to her. The drawback is that we're so absorbed, we don't realise who the advertiser is. Glad to have found it on-line!


  • 4. Doug comments:
    February 05, 2010

    This is Child abuse. It is not amusing in the least.


  • 5. Anne Zamonski comments:
    February 02, 2010

    How can you justify humiliating chldren for any reason? - I would NEVER consider Ally for my banking needs - please change your ads!


  • 6. Cameron comments:
    January 31, 2010

    I will say the campaign is creative. However, kids ...and the bad guy so absorbed my attention I never remembered who the advertiser was. For the first dozen times I saw them I was trying to figure out how they got the kids to naturally react they way they did. After a google search I found out. Candid camera at its best. I personally think it is unfair to the children as they were obviously demeaned by their inability to handle the situation well. I will not be putting any of my retirement funds there.


  • 7. Robert W. Heywood comments:
    January 31, 2010

    I think this ad is child abuse; it's cruel and insensitive.


  • 8. Suzanne Crowe comments:
    January 31, 2010

    I feel these advertisments are the most cruel and disgusting. We try to teach children to be kind and these are adults exhibiting cruelty and disregard for the feelings of others.


  • 9. Ed McCravy comments:
    January 31, 2010

    I was wondering how they got those kids to act that convincingly. Now I know! Those kids weren't acting. The little girls thought it was real. They didn't know they were in a commercial. It's plain child abuse!


  • 10. EurekaBizB comments:
    January 30, 2010

    Comments about this ad are proof that everyone gets to choose how they react to everything. I've learned that my life is happy exactly to the extent I choose to react positively to things (people, events, media news and advertising, circumstances I find myself in). My positive reaction to this ad is that it helps me remember this age-old exhortation: "Ask and you shall receive." When the man in the commercial asks the 1st girl, "Do you want a pony?" she could have asked "Is it a REAL pony?!?" or she could have stated "Yes, I've been wanting a real pony for a long time!" (assuming that were true). But all she did was say "Yes" which meant she was willing to have ANY pony. The 1st girl was happy and satisfied when the man gave her the toy pony. The 2nd girl was sharing in the 1st girl's happiness and also feeling appreciation for the man's generosity. When the man asked the 2nd girl, "Do you want a pony?" and she said "Yes!", both girls (and ad viewers) expected the man to give the 2nd girl a toy pony. The man had every right to gift anyone anything (as is always true for all of us). There/s nothing wrong with him giving the 2nd girl a real pony! But we have the CHOICE to perceive the man is wrong or bad. The positive lesson I take from this ad is that if we want something, we must ask for it (ask someone else or just visualize it) IN GREAT DETAIL. If we don't do this, we can't "have it both ways" and be surprised, disappointed, and/or angry if we receive something that doesn't exactly match our desire or if someone else receives something better than what we received!


  • 11. DLarry comments:
    January 29, 2010

    Personally, i find both commercials distasteful.....I agree 100% with Appleseed's comments......I'd never do business with Ally.


  • 12. Rod comments:
    January 25, 2010

    I starting thinking about my post (see next post) and I think I need to apologize and clear up a few things. I used sarcasm in Shocked Reaction #3 when I posed questions (It's on TV...,kids can't act...,and nobody knows) and sarcasm is hard to detect in text. So, to those of you who are so stupid to think this bank has been racist, abusive to children and too short-sighted to make a commercial against the Other Bank, I am sorry that you may have read those sarsatic questions as legitimate and, therefore, have become confused. However, I do offer help: 1-Learn to read (yes, I understand the bitter irony of this advice for illiterate people) 2-Learn something about non-linear editing...anything...wath the Bonus Footage on your kids' DVDs (dear God, I hope you don't have kids, as you have surely passed on your ignorance to them) 3-Learn something about people, something REAL. Listen to the opposition, not just the preacher, for once. 4-Get rid of your computer. You don't need to corrupt our ingenious communication tool with your stubborn ignorance. Now, to keep this rant from being totally pointless, I think the Ally Bank commercials are brilliant and I would consider banking with them simply on the strength of this commercial. I refuse to do business with a company that makes annoying, uncreative and ulimately stupid commercials.


  • 13. Rod comments:
    January 25, 2010

    Shocked Reaction #1: Dear Sweet Jesus in Heaven! How in the name of St. Harold can you people think the man in the commercial is representing the bank that made the commercial? He represents the OTHER banks, all the BAD ones that Ally is "not!" Shocked Reaction #2: Holy Poop on a Stick! Racist?! RACIST??!! As clarified by Reaction #1, the Other Bank is the one deciding who gets a real pony vs a toy. So it's the "Bad Guy" who has the bad traits, be they racist (which they are not) or just plain subversive. Shocked Reaction #3: By the Beard of Moses! Are you so stupid to think that they are REALLY hurting these kids' feelings? It's on TV, so it's real, right? Kids can't act, right? Nobody knows how to manipulate video footage, right? I hope none of you ever leave your houses as you cerainly risk the lives of anyone around you with your stupidity. These commercials are funny and creative and they do a great job of making you hate the other bank. Commercial-1 Morons-0


  • 14. Chris comments:
    January 25, 2010

    Every time-yes, EVERY time-this commercial airs, I stop to watch it. I was curious to see if anyone else found it as funny and sweet, so I finally checked it out tonight. Wow. WOW! PeoplePeoplePeople: Racism?! Child abuse?!?! Homely Jewish kid???!!! Are you folks insane? That little girl utterly cracks me up, from the wonderful way she stands up for herself to the look-oh, that LOOK-she gives the "banker" (i.e., the "Douchebag.") Pure genius. I can't imagine how anyone could describe that little girl as "homely," she's adorable, and I hope this commercial runs a long time and nets her and all the other kids a good percentage of any success Ally gains from this campaign. Now, if I only had some money to invest. . .


  • 15. Appleseed comments:
    January 24, 2010

    The hurt & pathos on the child's face speaks volumes. If anyone hurts a grandchild of mine similarly, they will have to deal with an irate Grand. No business from me.


  • 16. MiamiBoy comments:
    January 24, 2010

    Every time I see the look on that young girl’s face in the Pony Ad I say to myself “Thanks Ally for creating another female man hater.” Is it creative? Yes! Does it make me want to give my business to Ally? Hell no! The other ads are great but the Pony ad goes too far. The ad bugged me so much that I even goggled it to find out if the girl was an actor who was in on the skit. Lo and behold, she wasn’t and that look of hate on her face is real. I am a 50 something male who does have sufficient funds to invest in a products Ally likely would offer. But would I. Hell no. Not unless Ally would put me in that Pony ad with a three foot piece of garden hose so I can beat the living chit out of that male actor.


  • 17. Religon and Gun Clinger comments:
    January 21, 2010

    These commercials are so unique and creative. Whoever came up with these ad campaigns are genius. They are entertaining, funny, and easily understood (for what the bank is trying to portray). These overly sensitive, bleeding hearts - who keep think these commercials are racist or cruel - were obviously were spoon fed and diaper changed until their adult lives. Go hug a tree and save a whale... me, I'm going to go open an account.


  • 18. TheBest comments:
    January 21, 2010

    You one star losers think you are so righteous. You're the first people out of the church parking lot and giving the others trying to que up the cold shoulder. IT'S A COMMERCIAL for God's sake and it is hilarious and we quote "it's a piece of junk" all the time. Creative; but you aren't capable of enjoying comedy. Can I kick your pathetic ass so I can laugh, please?


  • 19. bill comments:
    January 21, 2010

    ally will lose millions of potential customers because the jerk in the commercial is abusing the children using banking practices. The actor may have a stigma to overcome, portraying as he is a child molester. I can only wonder why ally bought these ads in the first place--I'll stick with my credit union.


  • 20. IsabellaHale comments:
    January 20, 2010

    one of the best ads I have ever seen in my life the psychology behind it, the appeal of the little girl who didn't get the real pony obviously she will be a lawyer or an an actress and the little blonde girl with her big YEAH, and no one heard her ask,, so implied, she asked off the camera but looking at her you know she didn't because she isn't that "precocious" I mean this is a study for a TV shoot class; writing, human bevior, cognitive studies, brain washing, subliminal commercial pre fab,, best ever,, really


  • 21. outaurleag comments:
    January 17, 2010

    I believe these commercials are exceptionally well-done. It not only makes its point with how banks deceive the consumer through small print and hidden rules/agendas; but it also shows us just how many people out there try to find racism and inequality to the African-Americans populace in everything they see. Racism is perpetuated by racists, and I believe those that find fault in this one commercial are prime examples of this. What next, if they chose to use only blonde hair, blue eyed children in the commercials, you'd accuse them of racism because they didn't equally represent society??? Get a life and grow up!!!!


  • 22. Jane K. comments:
    January 15, 2010

    I find the ad very racist and offensive.


  • 23. Alice Garvey comments:
    January 15, 2010

    Ok, to all the posters that loved the commercials, would you deal with this bank Ally? Like many people that saw these commercials, I didn't even know who that these people were advertising for, because the commercial annoyed me so much. All it did was make all my family members talk about how annoying it was. The little girl dark haired girl, didn't ask about a REAL pony, BUT the other little girl didn't either. So that man is a douche, for saying, "Well, you didn't ask" the other little girl didn't either! I don't see how a commercial like this could benefit their company except for people talking about how obnoxious the commercials were. Yes, it gets people talking about it... but most people didn't even notice the name "Ally" at the end! Where in the heck are these banks anyway?


  • 24. George comments:
    January 15, 2010

    You never know how it truly feels unless it has happened to you...society always depicts this through our media and were supposed to just accept it. It isnt right and I wish this company would pull this commercial. Its just wrong!!!


  • 25. caroline comments:
    January 14, 2010

    Child abuse is rampant and I think your ad (pony and bicycle) perpetuate this practice. The message is "right on" but consider using teenagers/adults who can determine whether they are being duped but are foolishly taken in with the bank message. I would not even consider doing bank business with Ally until the advertising is changed.


  • 26. jenniearcheo comments:
    January 12, 2010

    These ads are all hilarious. I'd suspected these were unscripted, since the kids' reactions are so genuine. Indeed, according to this CNBC article, they are: http://www.cnbc.com/id/31963049 "[Hank] Perlman [the director] gives [R J] Kelly [the Bad Banker] a lot of credit for getting a rise out of the kids, since he was the one “on the front lines” without a script. And, he said, it also has a lot to do with casting the kids. “It kind of has to start with finding kids who are really funny and interesting — who have that spark that makes you want to watch them,” Perlman said. The kids in the spots aren't your typical blond-haired blue-eyed Brady-type kids: The truck boy is chubby, the Pony girl is brunette and the bike girl is a redhead." In short, the ad isn't about racism. These ads are about reality. Real kids with real reactions. I think they're brilliant.


  • 27. jim comments:
    January 11, 2010

    you people are pathetic. the pony comes out from behind the wall at the right. therefore, whatever little girl sat nearest to the real pony, played that role. i'm quite sure the actor didn't instruct the dark haired girl to sit in the chair on the left side. get a grip and grow up. you people over-analyze everything. have you ever even written a commercial or have witnessed a shoot? read the article about how they shot these. there is no way they singled out the dark haired girl to be the one who didn't get the real pony. plus, you all assume she's not white. my scottish cousin looks darker than that girl. settle the fuck down.


  • 28. a cognizant citizen comments:
    January 11, 2010

    The arguments for and against this ad are missing the point. A)give advertisers more credit. whether they want to or not, advertisers have definitely considered the race/hair color of both girls. that is their job--to target an audience while simultaneously avoiding offensive situations, purposefully or coincidentally. they have to view ads from every angle to avoid lawsuits. B)this ad is geared to everyone generally, but specifically targeted towards non-whites and those with darker features. to portray a subliminally racist situation here only strengthens the ALLY message to those that identify it. either banks are racist or they aren't. if they are, then this commercial isn't offensive. if they aren't, this commercial should not offend those that seem to be outraged by this. if anyone, blondes everywhere should feel stereotyped. but i have not seen a single comment illustrating such a scenario. not everything is racist that deals with race. and not everything that is racist is against minorities.


  • 29. HB comments:
    January 09, 2010

    You people calling this racist are fucking retarded, it is simply a commercial, and just like 95% of other commercials, features paid actors. The kids are just actors. The reactions are scripted. You people are looking way too far into the commercial, it's obviously not racist. Use your goddamn brains, you ignorant morons.


  • 30. Kimberly Kennedy comments:
    January 08, 2010

    This is pure racism, in action.


  • 31. will carr comments:
    January 07, 2010

    Having buried a cowboy who contracted an incurable fungus from cleaning out his horse stalls over thirty years, I say, TAKE THE PLATIC PONY, and the hell with real one along with bank that wants you to spend your money feeding it.


  • 32. Jo Anne comments:
    January 07, 2010

    January 7, 2010 In real life, is the man in the ad the father of the girl he gives the pony to?


  • 33. vstoddard comments:
    January 06, 2010

    I think this ad did have an ethnic spin on it, but not for the reasons others here are portraying. I think this ad agency is targeting an audience of people based on percentages of those who have lost the most over the last couple of years. It incites a feeling that this bank has an understanding of the unfairness that occurs toward people of color. Consequently, people of color can relate to the feeling that darling little girl with the plastic pony had, and Ally Bank is out to protect them from that injustice. Look a little deeper and you'll see the brilliance of it. And the fact that people are talking about it makes it that much more of successful a campaign.


  • 34. nick auger comments:
    January 05, 2010

    I am highly offended by this ad because as a gay african american liberal vegan I think this ad is discriminating against my people. He insinuated anal sex with the pony. I want a pony!!


  • 35. nick auger comments:
    January 04, 2010

    I am highly offended by this ad because as a gay african american liberal vegan I think this ad is discriminating against my people. He insinuated anal sex with the pony. I want a pony!!


  • 36. mce1973 comments:
    January 02, 2010

    To ed7697v: I could care less about doing business with this bank, but these were not traumatized kids... they were actors, a couple of whom have been in many commercials.


  • 37. John comments:
    January 01, 2010

    No wonder the U.S. economy is in the toilet and we can’t create citizens that can compete on the global landscape… Offended? Really? I call it a “life lesson.” The U.S. is such a nanny state. You people would put guard rails on tissue paper if you thought it might “spare their innocent noses.” Stop hoisting your fear of life on children. Stop hiding behind the kids the fear and anger you have for those who try to take advantage of you and grow some balls. These commercials are brilliant and the kids wonderful. They aren’t going to be scarred and end up institutions—which is more than I can say for some of you.


  • 38. ed7697v comments:
    January 01, 2010

    This Ad is grossly offensive and totally insensitive. The FIRST IMPRESSION and the ONLY impression for many viewers is to shut off the TV. I didn't even know it was an ALLY BANK AD until I saw it for at least 5 times. It offended me greatly. I guarantee you I will NEVER DO BUSINESS WITH ALLY BANK. If they are that insensitive to little kids, then certainly they won't be sensitive to anyone else's needs. By the way, We (the consumers) are paying for these ads with "our" Taxes as they just got another freebie cash infusion from Obama, because the showed poor judgement in granting loans and mortgages. TO ALLY BANK, I SAY "YOU REALLY SUCK!" and so does you Ad Agency.


  • 39. BPW comments:
    January 01, 2010

    I went on this website to see if I could find out who did the ad and I started reading these comments. Racial, Mean to kids? People get some thick skin. Maybe the brown haired girl was selected as the mark because she was felt to have the best reaction. Plus, acting or not, I'm sure they were well paid and happy with the check they were given that will help to fund their college.


  • 40. Michy comments:
    January 01, 2010

    When I watched this commercial I LOVED the girls for their honesty & sincerity. I NEVER saw hair color, ethnicity, class, rank, etc. For you people who did, you are the racists. If that's the 1st thing you see or all you can focus on it sounds like you have a chip on your shoulder that you need to identify. It doesn't matter who you are if your so simple minded that all you see is race, color, creed; you are racist.


  • 41. TMPY comments:
    January 01, 2010

    These overreacting people need to get a life! The honest reactions the commercial needs could ONLY come from a child. After explanations, I'm sure were given, I bet the children were just fine. For those who have raised kids &/or worked with them, we know how resilient kids are. This is not an emotionally scaring event in the life of a child. And for all you people who are so worried about adults introducing lying & deceit towards children, how many of you teach your kiddos about Santa Clause?


  • 42. Ray taylor comments:
    January 01, 2010

    I think this ad is disgusting. It is not funny at all. I woudl never have relations with this bank. They are dispicable.


  • 43. Smalls comments:
    December 31, 2009

    I bet each and every last one of the commentators who felt this ad was NOT offensive was probably considered a majority race. I happen to think parts of this ad are funny, however the humor is in poor taste. The implied favoritism to the blonde girl does bother me AND it bothered me the first time I watched the commercial. The dark haired girl did seem Jewish/Latina to me and I felt like the pitting her up against the "white beauty standard" was extremely unfair. This set up in turn led me to believe that there was an underlying tone of racism. I do believe that twins should have been used or there should have been two children with similar traits. On top of that, I was so disgusted by the end result that I did not remember who the advertiser was or what message was trying to be conveyed. I have seen the other commercials and I have found them to be fair in the portrayals of the other children. Here, they just dropped the ball.


  • 44. ac comments:
    December 30, 2009

    The brunette child in the ad is as adorable as the blonde. Most of you have turned it into a racial issue, and this is why we are unable to move past this as a country. Shame on YOU.


  • 45. Chicago Bart comments:
    December 30, 2009

    I love these ads too. Very quickly hits the message that banks are taking advantage of you. As for the blonde girl vs. the dark haired girl comment... not even sure what to say. O_o


  • 46. Marie comments:
    December 29, 2009

    I think this ad is disgusting and perpetuates the stereotypical myth that the child with blond hair is more deserving to receive a "real" pony than the brown haired child. I would never use your bank for that reason alone, and your ad needs to be taken off television as it has no redeeming value and devalues a child. Shame on you! Certainly you could have found a more effective way to make your point, or try to attract customers than the ploy you currently use. Rethink your message. You are giving the wrong message and don't use children in your commercials if you can't come up with something with more creativity than is currently being used!


  • 47. jh comments:
    December 28, 2009

    What makes you think that kid is Jewish? Cute little blond girls couldn't be a Jew. You are ignorant. Keep your antisemitic remarks to yourself.


  • 48. jr comments:
    December 28, 2009

    The first time I saw the ad I thought it was blatantly racist. The homely Jewish kid gets screwed but the cute little blond girl gets the pony. I was shocked that a company would air a commercial like this...and still does.


  • 49. Nga comments:
    December 22, 2009

    I love these ads, they expose a lot of unfiltered, basic human emotion. As far as the accusation they are child abuse or something, oh ho i think certain people have forgotten what it is like to be growing up. Kids on the playground do a lot worse. In fact I would say that these are probably looked back upon by these kids as good experiences, and no doubt 100% of them will treasure the video recordings later in life.


  • 50. sam comments:
    December 22, 2009

    just saw one last night. great.


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