Millennials might’ve left behind mustache memes, shutter shades, and the Harlem Shake—but many are still clinging to one early-2010s relic: their first bank account. According to a recent Ally Financial study, nearly half of Millennials are still banking where they first opened an account—often as teenagers.
That insight forms the backbone of Ally’s new campaign, “Graduate Financially,” created in partnership with Anomaly. Launching today across linear TV, CTV, online video, social, and influencer channels, the campaign positions switching to Ally as a natural part of adulting—right up there with a first big job, moving cities, or upgrading your IKEA furniture.
At the heart of the campaign is a :30-spot steeped in nostalgic references—from Harlem Shake clips to glow filters and early smartphone UI—designed to unlock core Millennial memories while nudging viewers to reflect on their financial progress. Watch below:
Two : 15-second cutdowns support the hero spot, continuing the throwback theme. Watch below:
“We’ve all outgrown something from the early 2010s—whether it was a questionable hairstyle or our first apartment,” said Jennifer Brockington, Executive Director of Advertising, Media and Content at Ally. “But for many, that first bank account is still lingering. With ‘Graduate Financially,’ we’re inviting Millennials to recognize how far they’ve come and take the next step with a bank that’s built for what’s next.”
To further anchor the campaign in its Millennial roots, Ally also partnered with Taylor Lautner, one of the era’s defining teen heartthrobs. Lautner appears in a TikTok and Instagram campaign playfully reminding fans just how long ago they opened their first bank account—likely around the time Twilight was still topping the box office.
“Millennials are in a new chapter—career growth, home ownership, and financial independence—and their banking experience should reflect that evolution,” Brockington added. “This campaign taps into a shared nostalgia while positioning Ally as the smart, modern choice for those ready to upgrade their financial tools.”
“We’ve moved on from a lot of things we thought were cool a decade ago,” noted Craig Schlesinger, Group Creative Director at Anomaly. “That’s just the nature of the world we live in. But the same could be said for your bank. There’s a better option out there for you to ‘graduate’ to.”
The work aligns with Ally’s core value as a digital-first, customer-first bank, with no branches, no waiting rooms, and a suite of tools tailored to how Millennials manage their money today. Think: automated savings, real-time budget tracking, and user experiences built for people who expect everything to just work.
The campaign’s timing aligns with spring graduation season, when fresh starts and “what’s next” are already top of mind.
CREDITS:
BRAND: Ally Financial
AGENCY: Anomaly
Executive Creative Director: Craig Schlesinger
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