Ally Financial launched a new ad campaign on Monday that the finance company highlighted is meant to illustrate the “human side” of the business by showcasing the passion Ally employees and dealers have for the industry.

The new campaign, titled “Driven By What We Love,” shows the “unique” connection Ally has with its dealers — strong and longstanding relationships that the company insisted has helped Ally remain a leading finance company. The campaign features print, online and video content of the extraordinary efforts made by Ally employees and dealers around the country, all driven by their common love for the auto business.

Stories featured in the campaign include:

• Lane Nichols of Gene’s Chrysler Dodge Jeep Ram, who witnessed how far Ally will go for a dealer when he took Ally account executive Brian Bateman for a snow mobile ride through the Alaskan wilderness during a business meeting.

• Desmond Roberts of Advantage Chevrolet, whose dealerships over generations have built a working relationship with Ally into more than just business, but friendship.

• David Kelleher of David Dodge Chrysler Jeep Ram, who believes in Ally’s products so much that he flew to visit fellow dealer Cass Burch, of Cass Burch Automotive Group, to walk him through the benefits of Ally SmartAuction.

• Ally account executives Mark Sauntry and Jeff Evans, who aim to make their dealers’ days a little brighter by bringing home-made food to the dealerships and their customers.

 “The new campaign showcases the unique relationship between Ally and our dealers, and how we are all driven by our love for what we do every day,” Ally Auto chief marketing officer Andrea Riley said. “At Ally, our passion for the auto business is rooted in the years of experience and connections we’ve built across the industry. The stories you see in this campaign show these remarkable relationships and how they make Ally so different from everyone else.”

The campaign will continue throughout the year with additional dealers and stories. The ads and videos are available on Ally’s media site at media.ally.com and also on ally.com/driven.

Ally used Pixel Advertising+Design for creative and design of the campaign. The campaign was produced by Duffey-Petrosky.