New campaign – The Royal Navy

The Royal Navy has launched a major advertising campaign to attract new recruits to the service. The ads will break over the next month.

The campaign, which has been created by WCRS, has been shot in documentary style featuring real staff – including a pilot, observer, medic and air engineering technician – talking candidly about life in the Royal Navy. The campaign is designed to “lift the lid” on life in the Royal Navy while encouraging potential candidates to explore the breadth of opportunities on offer.

It was developed by the agency and BAFTA nominated director Kevin McDonald. Media planning and buying was handled by Carat.

The ad aims to convey the “understated confidence” displayed by members of the Royal Navy and show how unaffected they are by the unusual challenges associated with their jobs and the environment they work in.