ED’S NOTE: This post reflects my interest in advertising as a marketing student. No agencies or products are endorsed. The opinions expressed here are mine and in no way reflect the opinions of my employers.
While suffering through a recording of the season premiere of CSI today, I noticed this commercial for Ally Bank, “Stop Accepting Nonsense.” As someone who just endured 16 weeks of seemingly endless discussion of electronic fund transfers, ACH, credit cards, debit cards, smart cards and all the associated fees, I couldn’t ignore a commercial that is trying to make light of such, well, nonsense.
It’s a bank. What do you want? A hug?
Although humorous, the spot’s soundtrack and script (“JUST ACCEPT IT!”) do a great a job of making the viewer feel pressured and frustrated. Even so, it doesn’t tell us why Ally Bank is our ally. We have to go to Allybank.com to find out.
From the website’s FAQs:
You won’t see an Ally branch or ATM, but you can use your Ally debit card at any ATM worldwide. Plus, if you use any ATM in the U.S., we’ll automatically reimburse ATM fees charged by other banks at the end of your monthly statement period.
Ah, now we get it! Ally Bank is a direct bank, which means it operates without a branch network. All transactions are conducted online, by phone or by ATM, the idea being to save operating costs and pass those savings on to customers. The business model is not without its drawbacks, however. Some customers want a face-to-face interaction, and disputing a transaction with a customer service rep (CSR) over the phone can prove frustrating, as comments on Ally Bank’s Facebook page show.
From the comments:
The CSR are friendly and kind but if you want anyone with knowledge, good luck! I have documents to prove that it has taken me over 5 hours on the phone and as of this moment, I am still on hold while the CSR contacts the wire department. … You’re better off to go to a local branch in your town where you can walk in and get results!
Just called customer service and was told they are having computer problems again and many customers cannot access their accounts online. … How does a company as large as you seem to be have such poor infrastructure in your IT systems?
Oh, technology, how we love thee. You always make life so much easier.
At the time of this writing, this YouTube video had 100,899 views, 41 likes and 11 dislikes. On Facebook, the Ally Bank page has 14,485 likes, and this commercial, which was posted Monday on the FB page, has 11 comments.
About the Ally Bank YouTube Channel
(As of Sept. 22, 2011)
- Channel Views: 110,777
- Total Upload Views: 2,261,411
- Joined: Oct. 6, 2005
- Subscribers: 950
AGENCY: Grey New York, the folks who brought us the eTrade babies.
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