GMAC Bank has rebranded itself Ally Bank.

Smart move, considering the baggage its old brand carries. But the messaging, particularly in this ad, is indefensible:

“Even kids know it’s wrong to hold out on somebody. Why don’t banks?”

Uh, how about not telling consumers that you used to be called GMAC? Feels an awful lot like the old joke about the kid who digs through a huge pile of manure to find the pony hidden in there.