Millennials have come a long way from the bygone era of hipster mustaches, shutter shades, and sepia filters. They’ve graduated from first jobs, first apartments, and first loves. Yet, a study by Ally bank found that nearly half still use their first bank account, with roughly 3 in 4 reporting they opened the account as a teenager.
So Anomaly reminded them that it’s time to grow out of their old bank.
Graduate Financially reframes switching banks as a life upgrade, on par with moving to a new city, changing jobs, or getting a new apartment, and one that’s long overdue. The hero commercial recalls the mad crazes that Millennials used to think were cool in the early 2010s, like the Harlem Shake and planking – to make Millennials reflect on how far they’ve come and what they’ve left behind and to think about the beenfits of digital-first bank, Ally, with tools tailored to Millennial habits.
To ground the campaign further in its Millennial roots, Ally teamed up with teen heartthrob of the era, Taylor Lautner, for an Instagram and TikTok campaign, reinforcing just how long ago many opened their first account. Ally is the bank built for “what’s next,” aligning with how people manage money today. Being digital-first goes hand-in-hand with being customer-first: no branches, no waiting rooms—just intuitive tools that fit seamlessly into modern financial life.
The work launched on June 2 in the US, across linear, CTV, OLV, paid social, and influencer content, timed to evoke nostalgia for the spring graduation season.
“Millennials are in a new chapter—career growth, home ownership, and financial independence—and their banking experience should reflect that evolution,” stated Jennifer Brockington, executive director executive director of advertising, media and content at Ally. “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. 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 — a message we thought would resonate especially well around graduation season,” added Craig Schlesinger, group creative director at Anomaly.
