Higher Standards

USAA
USAA’s military roots have always held it to a higher standard. To make that promise meaningful to Gen Z—including those eligible through a parent or spouse—we built a full-funnel campaign that paired emotional stories of empowerment and social humor with targeted messages that turned a core principle into a reason to join. 

We didn’t just claim a higher standard. We proved it.



Credits
Sr. Copywriter: Ben McCoy
Director (and member): Matt Smukler
GCD: Tristan Espiritu
ECD: Jordan Lipton
ECD: Bill Pauls
ACD: Mike Donahue
ACD: Conal Love
ACD: Tim Bunker
ACD: Blake Cleavenger
ACD: Nicole Shipman
AD: Helen Kwak
Sr. AD: Holly Mullinax
AD: Berly Hernandez
Sr. CW: Conrad Kissel

Other versions: Awa :30 V, Acq :30 H, Acq :30 V, Acq :15 H, Acq :15 V, Acq :06 H, Acq :06 V, Acq :06 H Cut Fees, Acq :06 V Cut Fees




Social Media Videos

also created in square and 4:5 aspect ratios
Post copy: Say "I do" to membership and a USAA Classic Checking account. If your spouse (or parent) served and is a member, you could be eligible.
Post Copy: Marrying a member? It could be happily ever after with USAA and a USAA Classic Checking account: one more way you can do life together.
Post copy: There are so many paths to membership. If you served, or your parent or spouse is a member, you could join and apply for a USAA Classic Checking account.
Post Copy: It’s #oddlysatisfying how getting USAA membership from your parent can feel like the #perfectfit. See if you’re eligible to become a member and apply for a USAA Classic Checking account. Checking done right so you can do life.
Post copy: 24/7 fraud monitoring with USAA Classic Checking is your +1UP. It’s checking done right so you can do life (after life after life).
Post Copy: We’re not hiding it. If your parent or spouse served and is a USAA member, you could join too and apply for a USAA Classic Checking account. 🔍
Post copy: Swipe right on a bank that meets your standards. With no monthly fees and excellent customer service, USAA Classic Checking is a match made in banking.
Post copy: With no monthly service fees and more, USAA Classic Checking is checking done right so you can do life.
Post copy: Unwind with the 24/7 fraud monitoring of USAA Classic Checking. That's secure digital banking built to higher standards.
Post Copy: Treat your feet with a $XXX bonus. That’s checking done right so you can do life. Limitations apply.
Post copy: Forget about fees and focus on making memories. Enjoy zero monthly service fees with USAA Classic Checking.
Post Copy: Give your green the protection it deserves. Get 24/7 fraud monitoring with USAA Classic Checking.
Post copy: USAA Classic Checking is money's best friend with 24/7 fraud monitoring and more.
Post copy: Stop barking at fees. Enjoy zero monthly fees with USAA Classic Checking.
Post copy: Keep more of what you’ve worked for with no monthly fees. Checking done right so you can do life.
Post copy: USAA Classic Checking can land a spot in any trophy case with no monthly fees.

Social Media Statics

also created in square and 4:5 aspect ratios with post copy options for awareness, acquisition, and retargeting
Post copy: Picture yourself a USAA member and applying for a USAA Classic Checking account if your parent or spouse served and is a member.
Post copy: No need to hunt for higher standards. Join USAA! If your parent or spouse served and is a member, you could join and apply for a USAA Classic Checking account.
Post copy: Level up your security with the 24/7 fraud monitoring of USAA Classic Checking.
Post copy: Unwind with USAA Classic Checking and its 24/7 fraud monitoring – that’s secure digital banking built to higher standards.
Post copy: Award-worthy banking is here. With no monthly fees, USAA Classic Checking deserves a spot in any trophy case.



Looking for the lower funnel work? Go here.