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:
(1.38 ) Bad

133 Comments
  • 1. John w comments:
    November 19, 2009

    Clever, effective. I remember the Bank name. Child actors do a wonderful job of feigning suprise and disapointment.


  • 2. Father of 3 comments:
    November 18, 2009

    Great ad, in that it jolts you into seeing the exploitative tactics banks use with their customers by the funny and empathy-inspiring reactions of these kids. To all who think this is child abuse, I think you need to realize kids are a LOT tougher than you give them credit for, and that kids this smart and funny probably laughed it off once they realized it was all a commercial. (And if my kid didn't, I'd tell him to get a thicker skin already!!) I'm Latino and I just don't get the racist angle. It's not a perfect ad in that it didn't make me switch to Ally.


  • 3. BofA customer comments:
    November 13, 2009

    Those ads mimic my BofA customer service perfectly. Excellent ads.


  • 4. viewer comments:
    November 11, 2009

    To the viewers who thought they were acting, do your homework. http://www.cnbc.com/id/31963049


  • 5. Amber comments:
    November 08, 2009

    OMG, there is something seriously wrong with someone who sees racism in this ad, or series. What a miserable existance, going around looking for racism constantly.


  • 6. Ron comments:
    November 05, 2009

    I love this whole series. Truly ingenious. Don't see the racism angle.


  • 7. friendly comments:
    October 30, 2009

    I think these are all great ads, hilarious! I have no idea how someone can turn it around to be racist, if you go around looking for racism embedded in everything no wonder you feel discriminated against!


  • 8. stuartwilson@comcast.net comments:
    October 27, 2009

    Are the child actors in this ad misled? Were they chosen for an ability to act misled? Big debate going on here at my house.......


  • 9. jpmass comments:
    October 26, 2009

    If not racist, the ad is rather "hurtful" and sends a subliminal message even if it's not intending to. They could have cast better. Instead of thinking about the company, I was feeling the ehtnic little girl's pain. Maybe this bank is targeting people who take pleasure in seeing this particular dynamic played out in other settings in favor of the blonde. I think it really turned off anybody non WASP or Hick.


  • 10. LacyLola comments:
    October 26, 2009

    And for anyone who says this doesn't tell you anything about the bank, you are wrong... The purpose is to show you the skeezy and shady practices that other banks supposedly use, and that ally bank isn't like all those other banks. The outrage you feel at these ACTORS being misled and taken advantage of is what you are supposed to feel towards other financial institutions. What the asshole adult inthe commercial does to the kids expectations is what the bad banks are doing to us all...


  • 11. LacyLola comments:
    October 25, 2009

    Holy smokes people, ITS A COMMERCIAL! they wrote this and hired kids to act in it. And even if they were actually being misled, they would have been well compensated for their "heart break"...


  • 12. rich11 comments:
    October 07, 2009

    Hilarious!After seeing the ad, I went online to find out more about Ally Bank...it definitely worked for me.


  • 13. Backfire comments:
    September 30, 2009

    I just saw an unrelated print ad for the same brand, in BusinessWeek, and I'm inspired to add to the discussion. Infuriated is completely right. You learn nothing about Ally Bank in these ads, and the image of the children with hearts broken is the one that sticks with you. I now associate Ally with that image. BBH should be dropped. This ad has damaged the Ally Bank brand in its crucial launch phase. Like hurting a small child. And notice the defenders of the ad only spit out short bits of ad hominem invective. As if there's nothing here of quality to defend....


  • 14. jimmy john comments:
    September 28, 2009

    Fantastic ad. infuriated - you are a complete fool.


  • 15. NJR comments:
    September 26, 2009

    Total Genius - 10 Stars for the group who came up with these ads


  • 16. infuriated comments:
    September 24, 2009

    These ads are the most offensive I've had the displeasure to be subjected to in years. Whether the children were actually acting or not is not the point. The ugly depiction of cruelly taking advantage of a child's innocent naivete is disgraceful. Surely the message could be effectively delivered another way. These ads cross the line. The pony and bicycle ads are the worst. Viewing them makes me want to cross the line and inflict great bodily harm on that jerk banker.


  • 17. bigjack comments:
    September 19, 2009

    These ads are perfect. Anyone that thinks the shoot was abusive to the kids should consider therapy.


  • 18. frightening - 1 comments:
    September 16, 2009

    The fact that these children were NOT acting when filmed was abusive! They will remember this incident for life. Please remove all three ads!!bdewitt001@nycap.rr,com Please r eread: these children (professional actors, DID NOT know they were being filmed, at that time. It was explained later to them ..


  • 19. a person who knows comments:
    September 16, 2009

    Marcus is dead wrong.


  • 20. Marcus comments:
    September 15, 2009

    THIS IS A SCRIPTED COMMERCIAL!!! The kid in their other ad with the red truck starred in one of my favorite commercials: http://www.youtube.com/watch?v=P7O693mzp6M These kids are ACTORS. They are not being exploited and there is no hidden camera.


  • 21. adsint comments:
    September 13, 2009

    I can't imagine how they got these. The little girl in the pony ad is priceless. I wouldn't worry too much about hurt feelings...kids sustain a lot worse treatment than this that they are not paid for..


  • 22. Cindy comments:
    September 08, 2009

    This series of ads are excellent. Short and to the point. Visual and short on words. The sign of a great ad. Kudos to the ad agency. I'm sure the kids are actors and good ones at that.


  • 23. fin comments:
    September 08, 2009

    CNBC runs these ads time and time and time again, all day, all week, all of the time. They are incredibly annoying, in poor taste, and convey nothing about whatever it is that is being advertised by them. You all seem to be really deeply analyzing them, trying to make it a moral-political-racial thing. The ads just SUCK. End of story.


  • 24. FOXFan comments:
    September 07, 2009

    Even if this ad wasn't shot via hidden canera, it is mean. If it WAS shot with a hidden camera, it is DESPICABLE.


  • 25. michelle comments:
    September 03, 2009

    The ad is very effective and everytime i see it i feel sorry for the little girl who got the toy. She genuinely looked hurt.It did not seem like she was acting she was hurt.Did i read somewhere that the children were not told they were doing a commercial? Then that would explain her honest reaction of disappointment.VERY GOOD AD.But im still hurting for the little girl. :)


  • 26. Tasha comments:
    September 01, 2009

    Ok, I'm black and I wouldn't say that hidden racism had anything to do with this commercial. But I did read somewhere that the kids actually did not know it was a commercial. They shot this with hidden cameras with several children and they just used the best one. I know it seems mean and I tried to imagine how my little eight year old niece would have handled it...honestly she would have been fine afterwards because the kids did get to play with the toys after all. I read that the little girl did actually get mad for real, but she got to ride the pony in the end. I can't help it. I still like the commercials-I'm guilty!


  • 27. 5+ just for this reason comments:
    September 01, 2009

    If an ad makes the proles believe its real then it deserves a 5+. Yep all you proletarians wake up – TV does not equal reality. Great ad and very funny too.


  • 28. George comments:
    September 01, 2009

    I'm sorry but this was hilarious. Yes it was mean to the kiddies but too freaking funny to see the reaction on the first little girls face. I don't see where anyone got racism out of this. I'm black, I'm NOT an authority on racism, and I only see a brilliant marketing campaign


  • 29. Come on comments:
    August 30, 2009

    All of you people pointing out discrimination and racism are complete morons. The purpose of the ad is clear, it is to let people watching the ad know that even children can understand the problems discussed, and it is that simple. Sort of like the so easy a caveman can do it. An analogy describing how easy or in the case of ally, obvious, it is. If the skinny child got the short end of the stick you would point out that, if the slightly darker white girl got the pony you would say they're racist against whites, oh wait of course you wouldn't because racism is so one sided. I don't like the commercials, but it is not because they're exploiting children. THEY'RE ACTORS!! ACTING!! This is not abuse, this is not exploitation, this is not racism. Open your eyes you sheep.


  • 30. cmd551 comments:
    August 27, 2009

    This ad is great. The reaction of the disappointed children is so believable it seems as though they are not acting. Love it.


  • 31. rodney comments:
    August 27, 2009

    To those who think this is real, ever watched a reality show? Ever noticed the slick editing that fools the viewer into thinking certain reactions follow certain events (GUY says something about the food in the fridge being gone and we cut a shot of GIRL looking "guilty.")? All you have to do is start giving a child instructions, on how to say a certain line, for example, and film them in a close up. The faces the kids make can easily be described as "concentrating" or "confused." These are some of the funniest commercials I've seen in a long time. Anyone who thinks the kids were actually hurt, mentally or otherwise, obviously has never been told that "TV is not real."


  • 32. Financial Observer comments:
    August 26, 2009

    These do a superb job of connecting with consumers about issues that they truly find frustrating- we all do, let's face it. This is not the case of "Ally thinks people are stupid", as a thoughtless commentator points out. It's about connectivity, which is well done here.


  • 33. kmt comments:
    August 24, 2009

    These ads are brilliant. For those posters that say this is child abuse, grab a brain (they're free). The whole point is that EVEN CHILDREN know it's wrong to ... [fill in the blank].


  • 34. Lyndsey comments:
    August 24, 2009

    These ads are uncomfortable to watch – who wants to see children being treated callously and unfairly? The sad, disappointed look on the little girl's face leaves the viewer thinking “who would want to do business with a bank that makes such tasteless ads? Not to mention the stereotyping mentioned by another poster.


  • 35. Charles comments:
    August 23, 2009

    The Ads re-enforces our cultural biases. Blonds get all the action. Red heads get the short stick of the bargain. Fat boys don't deserve a good thing. Brunettes fair worse than blonds. OK, the kids were paid for it, but it was a clear set-up. The ad cheapens their brand, reinforcing our distrust of all banks, including Ally(BTW what a stupid name).


  • 36. Ken comments:
    August 21, 2009

    This ad demeans children and their openness. I will never do business with a company that tries to capitalize on the innocence of a child.


  • 37. Ken comments:
    August 21, 2009

    This ad demeans children and their openness. I will never do business with a company that tries to capitalize on the innocence of a child.


  • 38. NYAD comments:
    August 21, 2009

    Great spots. Kudos to BBH. They did a much better job than the garbage Grey proposed.


  • 39. pm comments:
    August 19, 2009

    Also much like someone else pointed out, the ads basically assume that all the potential customers are idiots that cannot handle terms and conditions of the contract they've entered. Awesome... Here's a clue: The reason why CDs pay higher rate than regular savings account is because the money is locked for 6 months. If you can take out any time, it's basically a savings account.


  • 40. pm comments:
    August 19, 2009

    Very annoying ads that seem to focus on obviously non-existent villains, rather than the services of the actual bank. I would argue that the "big bad banks want to screw you out of your money" angle only works on the feeble minded and all banks are the same in this aspect anyway. Fill it in the "we're part of your family" insurance commercials; another cheap ploy for emotional appeal.


  • 41. VHSweeper comments:
    August 19, 2009

    I would not do business at a BANK that exploits children.This BANK is as Sick as CNBC.For your informaion,the kids are not actors.I called the BANK and told them what I thought of their ads. If you had children, would you agree to this ad? I would not take part. This is what money can do. They did not inform the children purposely to receive their normal reaction and it did hurt their feelings. Young children react like they feel. They are too young and whoever did the ads were wrong.Look for anew ad agency.


  • 42. Bkbirdbird comments:
    August 18, 2009

    I think the ads are wonderful--best ones on TV.And as for exploiting children they are actors doing a job and very well too


  • 43. MrFunkyOne comments:
    August 18, 2009

    I have watched all 4 adds so many times on CNBC. I have TIVO and normally fast forward through all ads. I will tell you I stop and watch all 4 ads just because the childrens faces are priceless. Call itgreat acting or whatever you want - I think the advertising agency should be commended for a brilliant campaign. Excellent job it getting the consumers attention.


  • 44. flashmass comments:
    August 14, 2009

    All your ads do is piss people off,may I suggest a new ad agency?


  • 45. TM comments:
    August 12, 2009

    The Add is brilliant. I´m not even close to be a white person, and I didn't realize the color difference between the two girls, I just saw two girls. So, who's the racist? and who have the racism on their mind? Let's focus on what is really important.


  • 46. jb comments:
    August 08, 2009

    Child abuse. Exploitation. Racial prejudice. My God. The sensitive critics seem to think this was "real life" that the reactions are genuine. They aren't. They're rehearsed. That you think so is a credit to the director. These children are actors acting out an advertisement. One cut may take a day or even longer. That pony came out dozens of times. The ad is brilliant because it portrays the abuse of consumers by banks brilliantly and it's by one of their own. Brilliant.


  • 47. Brooklyn comments:
    August 06, 2009

    Czechbikr get real.


  • 48. bbNC comments:
    August 04, 2009

    I thought this ad was GREAT. It absolutely says it all about tricking customers and reading the small print. A work of genius.


  • 49. Czechbikr comments:
    July 30, 2009

    This ad is child abuse, manipulating the kids to promote their message. I would not do business with them just on this basis alone.


  • 50. jmau comments:
    July 30, 2009

    I thought the ad was great. Much better than the TV show that was on. You can make a case of sublime in almost any ad, if you'd like.This ad, with the two adorable little girls and the actor playing the perfect villian type, was excellent. I am a black American who was nothing but entertained by it.


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