Branding.

• Position: IDEA BANK - Ally Bank signed deal with Grey Group

Message: No Branches = Great Rates

Institution: Ally Bank, Midvale, Utah

Asset size: $98 billion

Agency: Grey New York

Ally Bank, the direct bank subsidiary of Ally Financial Inc., Detroit, has launched a new series of 15-second online video and television spots.

The campaign is entitled, "Fact of Life," and uses humor to promote the message that the bank uses the money it saves by not operating expensive branches to provide great rates and outstanding customer service.

The segments are designed to deliver a simple message that "no branches equals great rates." In the spot entitled "Mute Buttons = Danger," a man on a business conference call is shown making negative comments about an unseen participant when he thinks his speaker phone has been muted--which it has not.

The most recent five videos can be viewed at https://media.ally.com/index. php?s=20325&cat=76.

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