For many young adults, auto insurance is the first step into the world of financial independence—and for USAA, it’s the first opportunity to build a lifelong Member relationship. Gen Z doesn’t just want coverage; they want something that fits them—their lifestyle, their budget, their car (yes, even if it’s held together with duct tape and dreams).

To make a meaningful connection, we met them where they already live: online, culturally fluent, and meme-savvy. Inspired by the viral phrase “Weird Flex, But Ok,” our campaign leaned into the idea that car ownership—and the quirky pride that comes with it—is a flex worth celebrating. Whether it’s a custom paint job to match their outfits or a sweater knit for their favorite ride, every car tells a story. And USAA is here to protect it.