Doner gives Navy Federal a character-led campaign

Mission Assist: Auto positions the Mission Assistant as a recurring guide who helps military members, Veterans and their families understand their financing options before visiting a dealership.

Doner and Navy Federal Credit Union have launched Mission Assist: Auto, a national advertising campaign designed to help members navigate financial decisions when buying a car.

The campaign introduces the Mission Assistant, a character who guides consumers through the car-buying process using relatable scenarios, humour and practical financial guidance.

The campaign marks the first work since Doner became Navy Federal's agency of record in July 2026. It also brings the credit union's brand promise, Our Members Are the Mission, to life through a character-led approach focused on everyday financial decisions.

Doner introduces character-led financial advertising

Through a series of car-buying scenarios, the character aims to simplify complex financial decisions and encourage consumers to consider their options before making a purchase. The campaign also seeks to raise awareness of Navy Federal's financial products and services.

The creative approach uses storytelling and humour to make financial guidance more accessible, while reinforcing the credit union's role in supporting members through significant financial milestones.

Navy Federal targets car buyers across multiple channels

The campaign will run nationally across television, streaming, online video, radio, social media and display advertising from 1 November 2026.

Media placements will also include broadcast coverage during NFL, NBA and NHL programming, giving the campaign access to audiences across major professional sports broadcasts.

Pam Piligian, Chief Marketing Officer, Navy Federal Credit Union: "Making confident financial decisions starts with understanding your options. Mission Assist: Auto brings our tools and expertise together to make those decisions easier for our members, giving them the clarity and support they need to navigate important financial milestones like buying a car."

Mission Assistant could extend across financial services

Beyond its immediate focus on car buying, the Mission Assistant has the potential to become a broader part of Navy Federal's communications strategy, helping members navigate other financial decisions.

Craig Conrad, President and Chief Operating Officer, Doner: "Financial decisions can feel overwhelming, and the industry doesn't always make it easy for people to know where to start. Mission Assist: Auto gives Navy Federal a distinctive way to change that, using a character with a clear purpose to make financial guidance feel more human and accessible. What makes the platform exciting is its potential to go beyond auto loans and become a recognizable part of how members engage with Navy Federal across their financial lives."

The campaign represents the first creative output of the Doner and Navy Federal partnership, with the Mission Assistant providing a platform that could extend into additional financial services and member experiences.

www.navyfederal.org

www.doner.com

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