WaMu unveils new Hispanic campaign


WaMu announced the Hispanic component of its newly-launched "Whoo hoo!" campaign. The fully integrated effort — which spans TV, print, outdoor and radio — conveys the emotional appeal of the unique WaMu brand. The TV ads focus on the customer’s Whoo hoo! Moment: a dream-like state where customers visualize moments of personal elation in response to learning about WaMu products and services.

The new campaign brings WaMu’s brand values to life: A company that lives to simplify banking and do it with a smile.

In one Spanish-language TV ad, a skinny guy goes into a dream-like state after learning that a WaMu Free Checking account is really free and doesn’t require direct deposit. He envisions himself in a tug-a-war with a strong man at the World’s Strongest Man Contest. As the camera shot widens, the crowd at the event sees that the skinny guy is gaining on his opponent because he’s being helped by WaMu employees.

TBWAChiatDay, Los Angeles, developed the campaign and is responsible for the general market TV, print, radio and outdoor executions, planning and campaign strategy. WaMu’s Hispanic agency, Zubi Advertising, executed the Hispanic campaign by adapting Chiat/Day’s creative platform and adding cultural insight to the Whoo hoo! moment.

Additional TV spots will be aired as the campaign moves forward, with a second spot planned for airing beginning on 3/24.