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Campbell Ewald’s Campaign for USAA Brings New Meaning to Hometown Heroes

November 14, 2011


San Antonio, TX — This weekend USAA kicked off a new campaign, created by Campbell Ewald, to salute our military heroes. The TV spot, "Speech," features legendary NFL Hall of Fame coach Vince Lombardi’s heroic speech, “What It Takes to Be Number One.” The riveting speech invokes a sense of confidence, national pride and emotion, as it is set against historic and present day imagery of our brave servicemen and servicewomen of the U.S. Military.

Football in America is a proud tradition passed down from generation to generation, not unlike membership eligibility with USAA which allows servicemen and servicewomen to share their legacy benefits with sons, daughters, from one generation to the next. The new work displays the heroism and dedication of American servicemen and servicewomen while portraying the USAA values of service, loyalty, honesty and integrity.

“USAA has a long-standing history of supporting the values and legacy of our military,” said Mark Simon, chief creative officer of Campbell Ewald. “The new creative work evokes a meaningful sense of pride as a fan of the ultimate home team, all the men and women who serve our country.”

The campaign also includes TV, FSI, direct mail, in-stadium, banner advertising, rich media and mobile and broke on Sunday, November 13.

Campbell Ewald has been USAA's agency of record since 2009.

About Campbell Ewald
Campbell Ewald is a collaborative marketing communications company that provides clients game-changing solutions. As one of the nation’s largest communications brands, Campbell Ewald is made up of a collective of thought leaders with innovative capabilities both traditional and specialized, including advertising; insights and solutions planning; integrated content strategy and development; social, relationship, retail and experiential marketing; interactive/digital; and strategic media planning and buying.

Campbell Ewald has offices in Detroit, Los Angeles, San Antonio, Miami and Washington, D.C. A part of The Interpublic Group of Companies (NYSE:IPG), Campbell Ewald partners with a score of national brands, including Alltel Wireless, Carrier, Chicken of the Sea, General Motors, Ghirardelli, Kaiser Permanente, Olympic Paints and Stains, OnStar, USAA, the United States Environmental Protection Agency, the United States Mint, the United States Navy, and the United States Postal Service.