Ally Bank's promotional objective over the last few years has been to drive home the point that they are not "banking as usual". To keep their advertising from getting stale Ally's advertising has periodically changed tag lines.
It started with "It's just the right thing to do".
Then came "Do you love your bank?"
And most recently "Stop accepting nonsense" (poor service, hidden fees, etc.).
Multiple tag lines.
One long lasting theme people can relate to.
Interesting, attention-keeping advertising.