Problem: Based in Baltimore, NewDay USA had been helping veterans get VA-backed home loans for many years but they wanted to reach out to as many veterans as possible. Direct mail had been their only source of leads.

Solution: National TV was the answer. We began the campaign with a brand spot to help build awareness and trust followed up by emotional, direct-response ads featuring actual veterans.

Result: Those commercials, combined with endorsements from Baltimore-based Hall of Famer Cal Ripken Jr. and retired Rear Admiral Thomas C. Lynch, helped make the phone ring for NewDay USA.