• by Fern Siegel , 4 hours ago

The USAA (United Services Automobile Association), a financial-services company providing banking, insurance and and loans to military members, vets and their families, began in 1922.

When no one would insure those in the military, 25 soldiers came together and did it themselves.

Two new spots created in-house keep that long-ago promise: “No One Else Would” and “Means To Serve.” The ads kicked off in the Army-Navy game last weekend, with less-game-specific iterations running now.

“Our members are at the center of everything we do, from optimizing the value we bring to our members to bringing lived experience and a service-driven mindset to USAA,” said Lindsey O’Neill, EVP, chief communications and public affairs officer, and interim CMO of USAA, told Out to Launch.

“Taking Care of Our Own is another powerful reaffirmation of this deep commitment, underscoring the special and incredible value of USAA membership as we reinforce our longstanding promise to serve those who serve.”