The campaign broke this week with a TV spot called "Anthem," running primarily on live programming including college football, Major League Baseball and other sports.
In the spot, an Ally executive says, "Remember, at Ally, nothing stops us from doing right by our customers. Who's with me?" The other team members in the conference room put their hands in, and then everyone from the company runs to join in, with one employee crashing through a glass door.
"The 'Anthem' spot gives you a feel for the 7,000 people who work at Ally," Ms. Riley said. "It's really a call to arms -- all being called in -- to put their hands in and commit to being relentless for our customers."
Two other spots will follow in the next few weeks. One shows an Ally employee who has fallen into a swimming pool and is resuscitated by a maintenance technician. The Ally rep reports that he was in a room full of light, and the maintenance man was there and was financially secure. The maintenance guy asks if he had a speedboat, so the Ally rep says, "Toss me back in and I'll find out."