For more than 75 years, Navy Federal Credit Union has been known for providing world-class financial products and services to Navy and Marine personnel and their families. But when the brand expanded its service charter in 2008, to include Army, Air Force, Department of Defense (DoD) contractors and their families, shifting perceptions of the institution’s role became priority No. 1. The TV campaign needed to articulate that Navy Federal Credit Union understands their members’ unique lifestyle and their financial offering is loyal to that lifestyle—no matter the military branch. The campaign showcases "family members," expressing joy, hope, anticipation and trust. "Faces" not only portrays Navy Federal members in terms of their service (Army, Marine Corps, Navy, Air Force, DoD and their families), but also as everyday people who have families, buy cars, mortgage houses and invest in their retirements. For a final touch of authenticity, the brand TV features Scott Glenn (a former Marine himself) as the voice-over. This campaign celebrates the everyday life of their members and Navy Federal serving them, where they serve.