With a Refreshing Look at the 'Human Side of Military Life,' These Credit Union Spots Keep It Real

Active military, veterans and their families have a lot on their minds, including how they can be successful financially. Money can be a serious subject but Navy Federal Credit Union, of late, has taken a lighter approach with work from its agency of record, Fitzco in Atlanta. Closing in on nine years as the brand’s agency, Fitzco has launched a new tagline, ‘Our Members Are the Mission,’ with lighthearted ads that focus on financing a vehicle, using mobile banking or redeeming credit card points. “We wanted to show the human side of military life—to allow viewers to be a fly on the wall as active duty military, veterans, and their families have real conversations about real life,” said Noel Cottrell, Fitzco Chief Creative Officer. “They still dream and talk about the same stuff that everyone dreams and talks about. Juxtaposing financial moments with the day-to-day life events shows that Navy Federal truly understands the nuances of military life and are ready to help accomplish any life mission.” What’s nice about the work is that it squeezes enough out of the 30-seconds to keep the gag going, as opposed to an incomplete joke that gets overrun with too much of a sales pitch. Even those not in the military are easily in on the gags as all three spots speak to universal financial truths. “Mud Run” is a discussion about ice—Hawaiian shave ice—and how points can be redeemed for a dream vacation to the islands as two men are in the midst of an intense training exercise. The entertaining conversation is mainly about why the frozen treat isn't merely a 'snow cone,' and packs a strong payoff punch. [kickout id="1"] “Rowing” could very well take place in any gym, but two Navy women discuss the purchase of a used car (done easily through the credit union). As one woman remarks that the others’ son will “have girls in that car,” the other says, “Yeah, he’s going to have two of them” referring to her being an unwanted chaperone. [kickout id="2"] “Minivan” might be, ever so slightly, the best of the bunch, especially for those who can relate to choosing a vehicle for a family. The entertaining back and forth between two men results in a humorous tutorial on using the built-in vacuum in a minivan. [kickout id="3"] Aside from the new TV spots, the integrated campaign runs across digital, out-of-home, radio, social, search and PR. “Our mission as a credit union and one that exclusively serves the military community has always been to put our members first and guide them through their financial journey,” said Pam Piligian, SVP Marketing & Communications at Navy Federal. “This campaign leans into Navy Federal’s purpose of putting our members first because our members truly are the mission.” CREDITS: Chief Creative Officer: Noel Cottrell Chief Strategy & Marketing Officer: David Matathia Group Creative Director: Ryan Boblett SVP, Group Account Director: Amber Adoue SVP, Chief Production Officer: Christine Sigety Creative Director: Bowen Mendelson Creative Director: Michael Groenewald VP, Account Director: Lindsey Tatgenhorst Strategy Director: Greg Shumchenia Account Supervisor: CarterJohnson Account Manager: Dejana Peric Designer: Mandy Cobb Project Manager: Katie McAlister Production company: Hungry Man Director: Wayne McClammy Managing Partner/Executive Producer: Kevin Byrne Producer: Rick Jarjoura Production Manager: Mike O’Connor Director of Photography: Bryan Newman Editorial: Rock Paper Scissors Editor: Christjan Jordan Assistant Editor: Pieter Vijoen Executive Producer: Rana Martin Producer: Dani DuHadway Color: A52 Colorist: Paul Yacono Executive Producer: Kim Christensen Producer: Jenny Bright VFX & Finishing: A52 Executive Producer: Kim Christensen Producers: Stacy Kessler-Aungst, Andrew Rosenberger VFX Supervisor: Andy McKenna Animation/Design: Elastic Head of Production: Kate Berry Producer: Chris Almerico Music: Beacon Street Producer: Adrea Lavezzoli Sound Design/Mix: Beacon Street Producer: Kate Vadnais Engineer: Rommel Molina