- HOME
- FOR CLIENTS
- FOR FREELANCERS
- LOGIN
BLOG
New user? Create account
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on honoring Veterans by highlighting their continued contributions to communities as business owners, coaches, teachers, farmers, and volunteers. Rather than focusing on a dramatized story arc, a direct problem/solution, or overt product demonstration, the creative approach here amplifies the character and aspirations of Veterans — real, relatable people — as exemplary members of society. The act of giving away fully paid homes further cements the association between the brand and positive Veteran lifestyles, resonating directly with the target demographic. By showcasing authentic Veteran users and their legacy, the campaign embodies Associated User Imagery rather than other devices like exemplary story or demonstration, since the narrative revolves around profiles and aspirational representations of the core audience. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/12-key-advertising-formats-or-techniques
1. Quicken Loans (Rocket Mortgage) – Positioned as the most digitally advanced and customer-centric mortgage lender, Rocket Mortgage leverages a seamless online process and fast approvals. They emphasize convenience, transparency, and technology-driven solutions to simplify home financing, targeting a broad market with a focus on tech-savvy and first-time homebuyers. 2. Wells Fargo Home Mortgage – As part of one of the largest banking institutions in the U.S., Wells Fargo offers a full suite of mortgage products with trusted brand reliability. Their positioning centers on comprehensive financial services and personalized support, appealing to customers seeking stability, in-person service, and integrated banking solutions. 3. Bank of America Home Loans – Bank of America focuses on leveraging its extensive banking network and financial expertise to offer competitive mortgage rates and tailored loan options. Their strategic angle targets existing banking customers, promoting convenience through bundled financial products and strong digital tools. 4. Guild Mortgage – Guild Mortgage differentiates itself by emphasizing personalized customer service and local market expertise. They focus on community involvement and niche lending solutions, appealing to first-time buyers and underserved markets with flexible underwriting and down payment assistance programs. 5. Navy Federal Credit Union – Serving military members, veterans, and their families, Navy Federal positions itself as a trusted lender with specialized loan programs designed for military-affiliated buyers. Their strategic focus is on deep customer understanding, competitive rates, and member benefits that address the unique needs of the military community.
Thanks To VeteransOn Veterans Day, we celebrate the precious gift that Veterans have given to our country in service. But we don’t always recognize the value they give to our communities long after their military service is over -- as business owners, coaches, teachers, farmers, and volunteers. To honor this lifetime of dedication, Veterans United Home Loans is launching a new campaign, #ThanksToVeterans, developed to recognize both the legacy and continued service of Veterans in communities across the country. To celebrate, Veterans United is giving 11 homes to 11 Veterans, all paid in full and owned solely by these exceptional Veterans, unlocking the happiness and stability that comes with homeownership.This professional campaign titled 'Thanks To Veterans' was published in United States in November, 2021. It was created for the brand: Veterans United Home Loans, by ad agency: Performance Art. This Film medium campaign is related to the Finance industry and contains 7 media assets. It was submitted over 3 years ago.Veterans United Home LoansUnited StatesFilmFinancePlease provide the JSON data so I can extract the information for you.NarrativeThe "Thanks To Veterans" campaign by Veterans United Home Loans centers on recognizing the enduring contributions of military veterans beyond their service in uniform. Rather than focusing solely on traditional patriotic themes, the campaign highlights veterans' ongoing roles as vital members of their communities—such as entrepreneurs, educators, and volunteers—thereby expanding the narrative of service into everyday civic engagement. The brand proposition is rooted in acknowledging this broader legacy of dedication while offering a tangible benefit: homeownership that symbolizes stability and appreciation for veterans’ sacrifices. By gifting fully paid homes to 11 veterans, the campaign concretizes the promise of delivering security and happiness, reinforcing the emotional and financial value Veterans United purports to provide. Strategically, the campaign leverages the cultural significance of Veterans Day to tap into a moment of national reflection and gratitude, ensuring resonance with both veterans and the wider public. The use of the hashtag #ThanksToVeterans fosters a collective, social-media-friendly dialogue, encouraging shared recognition of veterans’ ongoing impact. Narratively, the campaign shifts focus from what veterans did for the country to what they continue to do within their communities, broadening appeal and deepening emotional connection. This insight allows the brand to target not only veterans but also families and community members who value social contribution and stability. By integrating a philanthropic element—awarding homes fully paid off—the campaign underscores authenticity and commitment, differentiating Veterans United in a competitive financial services market that often emphasizes transactional benefits over values-driven messaging.FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on honoring Veterans by highlighting their continued contributions to communities as business owners, coaches, teachers, farmers, and volunteers. Rather than focusing on a dramatized story arc, a direct problem/solution, or overt product demonstration, the creative approach here amplifies the character and aspirations of Veterans — real, relatable people — as exemplary members of society. The act of giving away fully paid homes further cements the association between the brand and positive Veteran lifestyles, resonating directly with the target demographic. By showcasing authentic Veteran users and their legacy, the campaign embodies Associated User Imagery rather than other devices like exemplary story or demonstration, since the narrative revolves around profiles and aspirational representations of the core audience. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/12-key-advertising-formats-or-techniques1. Quicken Loans (Rocket Mortgage) – Positioned as the most digitally advanced and customer-centric mortgage lender, Rocket Mortgage leverages a seamless online process and fast approvals. They emphasize convenience, transparency, and technology-driven solutions to simplify home financing, targeting a broad market with a focus on tech-savvy and first-time homebuyers. 2. Wells Fargo Home Mortgage – As part of one of the largest banking institutions in the U.S., Wells Fargo offers a full suite of mortgage products with trusted brand reliability. Their positioning centers on comprehensive financial services and personalized support, appealing to customers seeking stability, in-person service, and integrated banking solutions. 3. Bank of America Home Loans – Bank of America focuses on leveraging its extensive banking network and financial expertise to offer competitive mortgage rates and tailored loan options. Their strategic angle targets existing banking customers, promoting convenience through bundled financial products and strong digital tools. 4. Guild Mortgage – Guild Mortgage differentiates itself by emphasizing personalized customer service and local market expertise. They focus on community involvement and niche lending solutions, appealing to first-time buyers and underserved markets with flexible underwriting and down payment assistance programs. 5. Navy Federal Credit Union – Serving military members, veterans, and their families, Navy Federal positions itself as a trusted lender with specialized loan programs designed for military-affiliated buyers. Their strategic focus is on deep customer understanding, competitive rates, and member benefits that address the unique needs of the military community.Veterans United Home Loans, Thanks To Veterans, 2021, United States, Narrative, Finance, Banking, Homeownership, Veterans Day, Veteran Support, Military Veterans, Community Service, Social Impact, Performance Art, Andrea Cook, Ian Mackenzie, Colin Craig, Janet Thompson, Wilmien Blake, Bonnie Chung, Scott Suthren, Shalta Fardin, Chelsea Nicholls, Trevor Gourley, Steve Ierullo, Hemal Dhanjee, Steve Sloane, Dick Chin, Kaylen Dillon, Sean Bryson, Adam Hughes, Joey Vaughan, Tricia Lapidario, Gunel Sadigova, Quy Ngo, Assembly Media, Shannon Pruitt, Valarie McCubbins, Kaitlyn Czajkowski, Shefali Mehta, Jennifer Han, Allison Doyle, Tool, Floyd Russ, David Volrath, Kelly Christensen, Rob Sexton, Amy DeLossa, M ss ng P eces, Lance Oppenheim, Matt Clegg, Brooke Gaston, Kelly Martin, Rebecca Davis, Rock Paper Scissors, David Brodie, Louis-Phillipe Charette, Shelly Rose, Adam Parker, Jason Kumpata, Mikey Rossiter, Lime, Peter Lapinski, Susie Boyajan, Future Perfect, John Connolly, Chris James, Maxwell Gosling, Nathalie Córdoba
Brand: Veterans United Home Loans
Agency: Performance Art
Country: United States
Year: 2021





