Consumers had about had it with banks, and rightly so. We developed a campaign that ignited their latent frustrations with banking practices that rarely put them first, and showed how Ally Bank is different. The spots used the ultimate arbiters of right and wrong – kids – and captured their honest, unscripted reactions to common banking practices, like hiding behind fine print, and imposing ridiculous restrictions. Kids knew it was unfair and called it as they saw it.