Credit Karma targets Gen Z with dance

Credit Karma's new campaign "On Top of Your Money. On Top of Your World" features five ads created with R/GA and directed by Alaska, with choreography by Ryan Heffington.

The hero spot debuts at MTV VMAs

"Bumpin'" premieres during the 2026 MTV Video Music Awards on September 27. A commuter on a city bus discovers Credit Karma's Paycheck Advance product and breaks into dance with other passengers.

Credit Karma evolves beyond credit scores

The campaign marks Credit Karma's shift from a credit score checker to a full financial platform. Old ads were transactional and functional, but this one focuses on the emotional journey of financial confidence.

“If you see our old advertising, it was very much about how you get your credit score up. It was very transactional and functional.”

Finding the human story matters most

R/GA's creative approach focused on the emotion that comes when money works for you, rather than listing features. The agency built a platform around forward motion instead of relief.

“You feel like a different person when your money is working for you.”

Gen Z faces real financial stress

Forty-five percent of Gen Z saw their debt increase in the past year, and sixty percent are often or always stressed about finances. The campaign taps into their fears and aspirations through storytelling.

Storytelling works better than directives

Credit Karma's research shows Gen Z responds better to narratives with emotional arcs than to being told what to do. The spots feature protagonists experiencing financial freedom and joy.