Exchange Associates Featured in National TV Ads for Football Season
The Exchange will be back on the small screen this fall with a series of ads that will air on national TV during the college football season—with several starring Exchange associates!
JBSA-San Antonio-Lackland Express Manager Kris Cubacub, left, and Ellsworth Air Force Base Express Manager Roneice Hines will be among Exchange associates appearing in national TV ads during college football games this fall.
Ellsworth Air Force Base Express Manager Roneice Hines and Joint Base San Antonio-Lackland Express manager Kris Cubacub take the spotlight in the spots, sharing the benefits of working for the Exchange. Hines is an Air Force Veteran and Cubacub’s wife is an active-duty Airman. Both associates share their perspectives on the Exchange being where heroes shop—and work.
“I don’t take it lightly to be a part of something so big. I genuinely love what I do,” Hines said. “I’m hoping the ad will bring more Veterans to come work for the company. The Exchange does a great job taking care of Veterans.”
This will be the fifth year the Exchange has aired national ads during Army, Air Force and Navy football games, but the scope of the commercials this year has expanded to include messaging on the MILITARY STAR® card and hiring opportunities.
“I was over the moon to be a part of this experience,” Cubacub said. “I love being able to take care of other military spouses, and the Exchange has allowed me to do that by taking care of me. It was humbling to be able to share my story.”
Dozens more associates are featured in an ad that encourages viewers to apply to the Exchange and highlights competitive pay and benefits, as well as opportunities for Veterans and military spouses.
“Having Roneice and Kris speaking directly to the audience about the Exchange brings authenticity to these ads,” said Senior Vice President of Corporate Communication & Brand Marketing Sandi Lute. “They’re not hired actors; they’re associates who know and use the benefits they’re talking about.”
Several of the spots, which were all created and produced in-house by the Exchange’s Digital Media Network team, also feature military VIPs: Sgt. Maj. of the Army Michael Grinston; Chief Master Sgt. of the Air Force JoAnne Bass; and Chief Master Sgt. of the Space Force Roger Towberman. The senior enlisted leaders all tout the lifelong Exchange benefit.
Spots will also air during the Armed Forces Bowl and the celebrated Army-Navy Game, which drew 7.6 million viewers last year.
“The players on the field and their classmates watching and cheering them on are the future leaders of our Nation,” Lute said. “These spots let them know that the Exchange will be there for them throughout their military careers and beyond.”
The games will air on CBS Sports Network, except for:
- Oct. 1 – Air Force vs. Navy (CBS)
- Nov. 5 – Commanders’ Classic: Army vs. Air Force (CBS)
- Dec. 10 – Army vs. Navy (CBS)
- Dec. 22 – Armed Forces Bowl (ESPN)
Watch the TV spots here and look for more throughout the season!
