Beginning this month, Ally Financial Inc. is launching a digital ad campaign that brings all of its financial services offerings under one theme — the “Do It Right” campaign.
The company’s auto finance and insurance businesses, digital wealth management and online brokerage platform, and corporate finance operation are all highlighted in a series of three TV and online video spots, as well as in eight print ads; a number of these ads focus specifically on the auto finance sector.
One print ad in particular features Troy Duhon, owner of Premiere Automotive Group in New Orleans, who turned the back room of his dealership into a soup kitchen for those struggling after Hurricane Katrina.
The core principle of his business is “Profit for a Purpose,” whether that’s feeding the hungry or helping a customer finance their vehicle.
“While all of the ‘Do It Right’ ads share a common theme and some common creative elements, several of the auto ads are unique because they feature Ally’s dealer customers and the employees that serve them,” Andrea Riley, Ally’s chief marketing officer, told AFN. “These dealers and employees have been selected to be featured in the ads because they bring a human element to the campaign and present anecdotes and context.”
