This past week we celebrated Veterans Day. While it is only one day, it is good to see we now celebrate our Veterans every day. Today, we thank those who have served. More than that, we walk up to these brave men and women, look them in the eye, and sincerely thank them for their service.
That is why I got a little tear in my eye when I saw this one day ad from the United Service Automobile Association (USAA) thanking those who dare to take the oath:
https://www.youtube.com/watch?v=rtVF2QIIhWg
This “jab” (Vaynerchuk, 2013) never mentions the products USAA offers. It does, however, remind us about the audience it serves – and in turn, the audience that serves all of us. Along with the ads, USAA used the twitter #ThoseWhoDared to talk about, thank, and celebrate the service of individuals and focus on ceremonies to honor service members.
USAA ads have a consistency in execution in its television spots. Most in some way say “thank you” to a parent or spouse for serving, which in turn allows them to have access to these financial products. These ads are highly emotional and pull on the pride heartstrings that bind us as Americans. It’s difficult to watch these and not feel at least a little patriotic.
To my husband who served as an MP in the Army, to my dad who served in Vietnam and was spit on when he returned home, to my uncle who was in the first class of Navy Seals, to my cousin who is an Army Ranger, to my friends and the countless others I’ve never met who wrote a blank check to this country for an amount up to and including their lives – I am eternally grateful. Thank you.
Resources:
Vaynerchuk, G. (2013). Jab, Jab, Jab, Right Hook: How to tell your story in a noisy, social world.
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