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You must not be seeing the same commercials I am. I've seen several featuring female service members on TV, and heard some on the radio as well in Maryland and DC.
I would love to see USAA sponsor Disabled Veterans Projects (USAA) members that are either restoring auto's or projects that could be used in advertisement on television. I currently working on a 1966 American Motors Rambler Classic 770 and would love USAA or any of its affiliates sponsor a restoration project and have it advertised as part of giving back to veterans.