Navy commercials try to broaden appeal

NORFOLK, Va. — The Navy is taking a new approach to its recruiting commercials: Appealing to people who are already in uniform, have long since left the military and those who never will join.

A slate of new Navy commercials have been developed to not only appeal to traditional recruits, but those already enlisted and Americans at large as the service seeks to improve retention and better position itself in the public eye in an era of shrinking defense budgets.

The Navy routinely places behind the Army, Air Force and Marines in Gallup surveys when questioned about which branch of the military is most important and the most prestigious, outranking only the Coast Guard in both categories.

Since 2009, the Navy had used the tagline ‘America’s Navy. A global force for good’ as part of an effort to appeal to service-minded young people and their parents. While highly successful attracting recruits, the Navy began phasing it out last year after receiving feedback that it wasn’t popular with active-duty sailors or veterans, who said it didn’t capture all they did. The tagline also appeared not to resonate with the American public.

A 2013 survey by Rasmussen Reports found that only 20 percent of respondents felt that the Navy’s primary mission should be as a ‘global force for good’, while 70 percent said it should primarily be to ‘protect and defend the United States.’

So Navy brass told Chief of Naval Personnel Vice Adm. Bill Moran they wanted a new campaign that spoke to the traditional recruiting audience while also better capturing how sailors, veterans and Americans think about their Navy. The result is that the brand will simply be ‘America’s Navy,’ with different taglines appearing on different commercials and other marketing materials.

This year’s television commercial buy is expected to reach $30.8 million, up from $21.5 million the previous year, to better position the Navy in case retention and recruitment take a hit amid an improving economy.

The first commercial in its new campaign aired in December during the Army-Navy football game and features a wide variety of sailors with different jobs circling around a civilian family to protect them. It ends with the tagline, ‘To get to you, they’d have to get past us. America’s Navy.’

Last week, the second commercial of the new campaign debuted during the X-Games, featuring giant pins placed on a map where sailors in special warfare, fighter planes and submarines, among others, operate around the world. It ends with a narrator saying “Around the world, around the clock, in defense of all we hold dear back home. America’s Navy.”

The commercials help supplement numerous public outreach efforts conducted by the Navy, such as air shows and fleet weeks.

“In a democracy, it’s important that the public writ large understands their Navy and has ways to learn about what we do to keep our country safe,” said Cmdr. Chris Servello, a spokesman for Moran.

Talk to us

> Give us your news tips.

> Send us a letter to the editor.

> More Herald contact information.

More in Local News

A firefighter stands in silence before a panel bearing the names of L. John Regelbrugge and Kris Regelbrugge during the ten-year remembrance of the Oso landslide on Friday, March 22, 2024, at the Oso Landslide Memorial in Oso, Washington. (Ryan Berry / The Herald)
‘Flood of emotions’ as Oso Landslide Memorial opens on 10th anniversary

Friends, family and first responders held a moment of silence at 10:37 a.m. at the new 2-acre memorial off Highway 530.

Julie Petersen poses for a photo with images of her sister Christina Jefferds and Jefferds’ grand daughter Sanoah Violet Huestis next to a memorial for Sanoah at her home on March 20, 2024 in Arlington, Washington. Peterson wears her sister’s favorite color and one of her bangles. (Annie Barker / The Herald)
‘It just all came down’: An oral history of the Oso mudslide

Ten years later, The Daily Herald spoke with dozens of people — first responders, family, survivors — touched by the deadliest slide in U.S. history.

Victims of the Oso mudslide on March 22, 2014. (Courtesy photos)
Remembering the 43 lives lost in the Oso mudslide

The slide wiped out a neighborhood along Highway 530 in 2014. “Even though you feel like you’re alone in your grief, you’re really not.”

Director Lucia Schmit, right, and Deputy Director Dara Salmon inside the Snohomish County Department of Emergency Management on Friday, March 8, 2024, in Everett, Washington. (Ryan Berry / The Herald)
How Oso slide changed local emergency response ‘on virtually every level’

“In a decade, we have just really, really advanced,” through hard-earned lessons applied to the pandemic, floods and opioids.

Ron and Gail Thompson at their home on Monday, March 4, 2024 in Oso, Washington. (Olivia Vanni / The Herald)
In shadow of scarred Oso hillside, mudslide’s wounds still feel fresh

Locals reflected on living with grief and finding meaning in the wake of a catastrophe “nothing like you can ever imagine” in 2014.

Everett mall renderings from Brixton Capital. (Photo provided by the City of Everett)
Topgolf at the Everett Mall? Mayor’s hint still unconfirmed

After Cassie Franklin’s annual address, rumors circled about what “top” entertainment tenant could be landing at Everett Mall.

Everett
Everett man sentenced to 3 years of probation for mutilating animals

In 2022, neighbors reported Blayne Perez, 35, was shooting and torturing wildlife in north Everett.

Dorothy Crossman rides up on her bike to turn in her ballot  on Tuesday, Aug. 1, 2023 in Everett, Washington. (Olivia Vanni / The Herald)
Everett leaders plan to ask voters for property tax increase

City officials will spend weeks hammering out details of a ballot measure, as Everett faces a $12.6 million deficit.

Starbucks employee Zach Gabelein outside of the Mill Creek location where he works on Friday, Feb. 23, 2024 in Mill Creek, Washington. (Olivia Vanni / The Herald)
Mill Creek Starbucks votes 21-1 to form union

“We obviously are kind of on the high of that win,” store bargaining delegate Zach Gabelein said.

Lynnwood police respond to a collision on highway 99 at 176 street SW. (Photo provided by Lynnwood Police)
Police: Teen in stolen car flees cops, causes crash in Lynnwood

The crash blocked traffic for over an hour at 176th Street SW. The boy, 16, was arrested on felony warrants.

The view of Mountain Loop Mine out the window of a second floor classroom at Fairmount Elementary on Wednesday, Jan. 10, 2024 in Everett, Washington. (Olivia Vanni / The Herald)
County: Everett mining yard violated order to halt work next to school

At least 10 reports accused OMA Construction of violating a stop-work order next to Fairmount Elementary. A judge will hear the case.

Imagine Children's Museum's incoming CEO, Elizabeth "Elee" Wood. (Photo provided by Imagine Children's Museum)
Imagine Children’s Museum in Everett to welcome new CEO

Nancy Johnson, who has led Imagine Children’s Museum in Everett for 25 years, will retire in June.

Support local journalism

If you value local news, make a gift now to support the trusted journalism you get in The Daily Herald. Donations processed in this system are not tax deductible.