Description
Financial services aren't exactly known for their characters. Navy Federal Credit Union and Doner are looking to change that.
Mission Assist: Auto is a new campaign that leverages the Mission Assistant, a character designed to help members navigate financial decisions throughout the car buying journey with greater confidence and clarity.
Developed in partnership with Doner, which was named Navy Federal’s agency of record in July of this year, the campaign marks the first work to come out of the partnership. The campaign also brings a new dimension to Navy Federal’s brand promise, “Our Members Are the Mission,” translating it into a more tangible experience built around the decisions members face every day.
Across a range of relatable car-buying scenarios, the Mission Assistant serves as a recurring guide who brings clarity and confidence to complex financial decisions through playful storytelling and a touch of humor. Mission Assist: Auto is intended to build awareness of Navy Federal’s financial solutions and bring its products into consideration to prepare members before they shop, compare their financing options and arrive at the dealership with greater confidence.
The campaign is built for military members, Veterans, and their families, and will run nationally across TV, streaming, online video, radio, social, and display, including broadcast placements during NFL, NBA, and NHL programming. The work goes live, November 1.
This professional campaign titled 'Mission Assist: Auto' was published in United States in October, 2026. It was created for the brand: Navy Federal Credit Union, by ad agency: Doner. This Film medium campaign is related to the Finance industry and contains 2 media assets. It was submitted 17 minutes ago.
Credits
Agency: Doner
Craig Conrad - President/COO
John Doyle - Chief Strategy Officer
Chris Hibi - EVP, Head of Business Strategy
Rob Legato - EVP, Executive Creative Director
Michael Stelmaszek - EVP, Executive Creative Director
Brad Emmett - EVP, Executive Creative Director
Andrew Wight - Creative Director
Nick Marine - Associate Creative Director
Pete Spender - EVP Account Director
Kariann Prewozniak- SVP, Strategy Director
Michelle Casey - SVP, Account Director
Meredith Grimm - Senior Producer, Integrated Production
Navy Federal Credit Union: Navy Federal Credit Union
Pam Piligian – Chief Marketing Officer
Joe Bock - VP, Brand Strategy
Mounia Rdaouni - SVP, Marketing Product Strategy
Michele Adamson – AVP, Marketing Product Strategy
Julian Carter – AVP, Marketing Comms & Design
Anna Deleo - Manager, Product Marketing
Mia Carosi - Manager, Brand Marketing
Tim Ware – Brand Marketing Strategist
