Washington Mutual Deconstruction

This Washington Mutual commercial appeared on TV a few years ago. In the commercial, Paul, the average middle age man, is nervous that he can’t get approved for a home loan. It shows him as a very stressed, irritable man. When he finds out about Washington Mutual’s good features it changes his attitude about life. It shows him on the bad side of a few situations and he keeps his good attitude. The commercial is intended to middle age, middle class people who are looking to get a home loan, or use other banking services.
The advertisement doesn’t say much about the service it is selling; it only mentions the “flexible lending rules” Washington Mutual has. They use strong use of emotion as Paul is very upset before he uses their bank, and afterwards he remains a very happy person even in not so happy situations. The overall message of the ad is that if you use their bank you will be a happier person.
The ad focuses on one male probably in his 30’s. The narrator is a deeply voiced male, and though I am not one hundred percent sure it is intended to symbolize, it could possibly represent the power and strength of the company. The ad is composed of several shots; and in each of these shots the setting is different. Most of the shots are just simple full body shots meant to make the situation seem more normal. If it showed the situation in a super high definition cinematic shot, it would seem less possible and more ‘Hollywood’.
Shot 1: Paul is on a park bench in mid day. The yellow balloon (yellow representing happiness) gets blown towards Paul who pops the balloon. Paul’s emotional expression says that he is very angry and worried.
Shot 2: Takes place inside of Washington Mutual Bank. This is one of the 2 times we see a Washington Mutual logo. After conversing with the banker, a close up of Paul’s face shows his emotion changing to extremely happy. He then hugs the banker.
Shot 3: Paul is outside mid day looking at a parking ticket. He then realizes he has a boot on the front wheel of his car; it doesn’t bother him one bit. Instead he points at it and laughs. The boot on the tire happens to be yellow, which also signifies happiness and energy.
Shots 4,5,6: Take place in the dentist office, the break room at work, and the bowling alley. Paul doesn’t get angry or frustrated even when he gets hot coffee spilled on him or hit in the nuts with a bowling ball.
The effects of the commercial are intended to be people think they will be happier with Washington Mutual home loans. It does a good job showing how much getting a home loan can change your attitude and your life. The information that is withheld is the “flexible loan rules” and the rates they use for the loans. The ad is somewhat effective. It does a good job showing how miserable and stressed Paul was before he used Washington Mutual, and after he used it he was a happy go lucky man..or a push over. No man in their right mind laughs after getting hit in the gonads with a bowling ball of all things. The ad has no real controversial issues.