Washington Mutual, Inc.

McCann-Erickson Seattle *Lead Agency

The Rodeo Grandmas 1997 campaign features a group of real-life, lasso totin' grannies from Ellensburg, Washington, who represent Washington Mutual, Inc. In 1997, the Rodeo Grandmas addressed an onslaught of competitive free checking products that weren't really free. The Rodeo Grandmas, one of the Bank's most memorable icons, defended the banking interests of consumers, and brought honesty and integrity to "free checking" claims. Unaided awareness of the bank's advertising rose to its highest level ever, account openings exceeded campaign goals by 38% and Washington Mutual built its leadership position as a bank consumers would likely choose if they were to move their checking account.