"Ride": Part of Sedgwick Rd.'s New York push for Washington Mutual
A film trailer began airing last week promoting Washington Mutual as a coming attraction, and this morning saw the debut of the first of two spots from director Kinka Usher. "Ride" features customers being herded into a bank and onto an amusement park ride designed to separate them from their money. Home subscribers to the New York Times were also targeted this morning with the message "Liberate Your Money" on the plastic wrapping around their papers. The bank's outdoor effort breaks next week, with more television to follow.
"Obviously it's a big deal for Washington Mutual," says Walker. "It's also a big deal for Sedgwick Rd." Formerly McCann-Erickson/Seattle, the agency rebranded itself last year and has made a push to recruit creative talent with its boutique atmosphere. "It's a national launch for us," Walker says. "It makes us visible in a market where we haven't had much of a presence before."