U.S. Citizenship and Immigration Services wishes to drive legal permanent U.S. residents (LPRs who haven't taken the final step to become citizens) to get more information about the naturalization process and citizenship test via USCIS.gov. Our testimonial campaign features naturalized U.S. citizens from different countries sharing their own American success stories.
The concept reminds viewers you can become an American citizen and still maintain your cultural identity.
Each ad highlights a tangible benefit of U.S. citizenship — like traveling with a U.S. passport — and ties it to larger American ideals such as freedom, opportunity and responsibility.