TV: Financial services

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Washington Mutual: "The Beach"

La Agencia de Orci & Asociados

Creative director: Francisco Letelier

Art director: Fidel Arizmendi and Carlos Roman Correa

Copywriter: Carlos Roman Correa and Fidel Arizmendi

Producer: Allen Perez

Production company: Carbo Films

The bank's campaign relied on humor to communicate its consumer benefits and this commercial for its free checking got its point across with one far-fetched but humorous concept. "There are things in life one shouldn't have to pay for," says the voice-over as beachgoers feed quarters into meters in the sand before laying down their towels. As the announcer explains the bank's free checking offer, the spot ends with a traffic cop ticketing an unsuspecting sunbather for his expired meter -- by wedging the citation on his sunglasses while he naps.

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