Advertising admits to being advertising, and wins. WaMu Bank is running an online campaign promoting their new checking and savings offer (check it out here.) Sounds like a typical bank campaign, right? Here's what they've done that's different.

After clicking on a banner ad, users get entertained by a landing page. The landing page actually introduces itself. "Hi. Landing Page, here. Banner said you might stop by to check out WaMu's best free checking..." That's a landing page, talking to a potential customer. But it doesn't stop there. Mr. Landing page quickly becomes a host, offering cute remarks as users mouse over other items on the page. "Personally, I like my checks to have unicorns on them."

Here's what you can learn from Wamu's campaign, and apply to your own ads:

1. It's honest. Being upfront about itself sends a brand message of honesty. If their ad campaign is this upfront, then might their services be just as open? That's the message they're communicating underneath the surface.

2. It's fun. There's a lot of fun advertising out there - but not a lot fun BANK advertising. While the majority of bank advertising is conservative (although this tide is turning, too), WaMu manages to pop out from the background by having a little fun. All while differentiating themselves from their competitors.

3. It's direct, and clear. There's an offer, and it's detailed without a lot of confusion, without multiple marketing points, or confusing graphics. Simple message, simple design.

4. It's friendly. You'd think that would be common sense in an ad campaign, but look around. Plenty of ads talk down to their customers, yell and scream to their customers, or even worse - bore their customers to death. Friendly wins.

Perhaps this is common sense. But if that were true, nearly everyone's ad campaign would be a winning ad campaign. So take the lead. Jump out from the background, and learn advertising from a financial institution. That's money in the bank.

tex is the founder of tex and the chief contributor to http://wamu.atdmt-host.com/1_free_checking_banner_said/index1.html check it out here. Sounds like a typical bank campaign, right? Here's what they've done that's different.

After clicking on a banner ad, users get entertained by a landing page. The landing page actually introduces itself. "Hi. Landing Page, here. Banner said you might stop by to check out WaMu's best free checking..." That's a landing page, talking to a potential customer. But it doesn't stop there. Mr. Landing page quickly becomes a host, offering cute remarks as users mouse over other items on the page. "Personally, I like my checks to have unicorns on them."

Here's what you can learn from Wamu's campaign, and apply to your own ads:

1. It's honest. Being upfront about itself sends a brand message of honesty. If their ad campaign is this upfront, then might their services be just as open? That's the message they're communicating underneath the surface.

2. It's fun. There's a lot of fun advertising out there - but not a lot fun BANK advertising. While the majority of bank advertising is conservative (although this tide is turning, too), WaMu manages to pop out from the background by having a little fun. All while differentiating themselves from their competitors.

3. It's direct, and clear. There's an offer, and it's detailed without a lot of confusion, without multiple marketing points, or confusing graphics. Simple message, simple design.

4. It's friendly. You'd think that would be common sense in an ad campaign, but look around. Plenty of ads talk down to their customers, yell and scream to their customers, or even worse - bore their customers to death. Friendly wins.

Perhaps this is common sense. But if that were true, nearly everyone's ad campaign would be a winning ad campaign. So take the lead. Jump out from the background, and learn advertising from a financial institution. That's money in the bank.

is the founder of and the chief contributor to
Here's what you can learn from Wamu's campaign, and apply to your own ads:

1. It's honest. Being upfront about itself sends a brand message of honesty. If their ad campaign is this upfront, then might their services be just as open? That's the message they're communicating underneath the surface.

2. It's fun. There's a lot of fun advertising out there - but not a lot fun BANK advertising. While the majority of bank advertising is conservative (although this tide is turning, too), WaMu manages to pop out from the background by having a little fun. All while differentiating themselves from their competitors.

3. It's direct, and clear. There's an offer, and it's detailed without a lot of confusion, without multiple marketing points, or confusing graphics. Simple message, simple design.

4. It's friendly. You'd think that would be common sense in an ad campaign, but look around. Plenty of ads talk down to their customers, yell and scream to their customers, or even worse - bore their customers to death. Friendly wins.

Perhaps this is common sense. But if that were true, nearly everyone's ad campaign would be a winning ad campaign. So take the lead. Jump out from the background, and learn advertising from a financial institution. That's money in the bank.

Darryl Ohrt is the founder of VIA and the chief contributor to BrandFlakesForBreakfast.com.