Weird Flex

USAA

USAA has plenty to offer Gen Z. But who wants to pay attention to boring things like insurance? We turned the boring into the weird, while making sure we didn’t alienate everyone else.

We translated familiar benefits into a younger sense of humor, giving a new generation reasons to pay attention while keeping the brand recognizable to the people who already trusted it.

While the campaign eventually wrapped, the work had other plans. Several executions kept running, evolving and resurfacing for years after.



Recognition
Ad Age — #4 Brand Getting Gen Z’s Attention


Credits
Copywriters: Ben McCoy, Mike Donahue
Art Director: Helen Kwak, Holly Mullinax, Conal Love, Marina Rutenberg
Associate Creative Director: Tim Bunker
Creative Directors:: Jonah Levine

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Try flexing with our Annual Mileage Discount instead.
Flex by saving up to 30% with USAA SafePilot™ instead.