ardent credit union

Don’t go it alone. Would you buy a house without an agent? Probably not. But lots of people go solo when they buy a car. So, Ardent Credit Union created a new program, the Auto Buying Concierge, and hired auto buying professionals who can represent their members throughout the entire car-buying experience. They’ll help you find the car you want and then negotiate a deal you could not get on your own. Dan Mulcahy and I collaborated on this project for Bush Communications. 



Create an emotion connection between Ardent Credit Union’s new Auto Buying Concierge services and its members.


Develop a campaign that provides the emotional relief of not having to handle a major purchase by yourself and engages members with Ardent’s two (former) car selling professionals. The campaign included two :30 TV spots and in-branch collateral.