MoneyLion is an app-based bank with the mission to provide affordable financial services to underbanked Americans.

They’ve centered their advertising dollars on NASCAR fans, seeking to connect with them through blunt-force investments. They’ve spent millions promoting the best teams with the fastest cars. They even named a race at the Talladega Superspeedway the MoneyLion 300. 

Yet, this top-down approach does not harmonize with the brand’s “underdog” ethos. MoneyLion is not a company that’s geared towards the frontrunner.


“Pulling for You” connects with NASCAR enthusiasts in a campaign that accentuates MoneyLion’s commitment to Americans that have yet to reach their full potential.


CW: Max Frankel
AD: Chad Lowe


© 2020 by Max Frankel. All Rights Reserved.