Forged by the Sea – VMLY&R 2022 | Clapboard Ad Archive

73

Forged by the Sea - U.S. Navy | Clapboard Ad Archive

Launched in October 2022, the U.S. Navy's "Forged by the Sea" campaign, developed in collaboration with VMLY&R, represents a strategic initiative to reshape the perceptions of military service among Generation Z during a time when interest and eligibility for enlistment have plummeted. With only 2 percent of 17-to-24-year-olds expressing motivation to serve, the campaign directly addresses the changing attitudes influenced by factors such as the COVID-19 pandemic and a thriving civilian job market. At its core, "Forged by the Sea" employs authentic narratives from current Sailors to illustrate the unique, life-altering opportunities offered by Navy careers, highlighting experiences that many young Americans might overlook. The flagship piece, a 60-second film titled "Never," powerfully challenges the notion of rejecting Navy service by vividly depicting what saying "never" means—missing out on adventures like landing fighter jets on aircraft carriers, collaborating with astronauts, traveling the world, chasing storms, and saving lives. This compelling narrative is complemented by two 30-second spots and additional shorter content tailored for digital and social platforms favored by Gen Z, with Wavemaker managing the paid media strategy. The campaign extends its reach through complementary content on Navy.com and the #AmericasNavy social media channels, ensuring that its key themes resonate across various touchpoints, including experiential marketing and public relations efforts. With over 43 million views, the "Never" film has effectively engaged its audience, fostering a connection that invites exploration of Navy service as a pathway to adventure and personal growth. Clapboard rates this campaign 73/100. As the military landscape evolves, "Forged by the Sea" underscores the necessity for recruitment strategies that resonate with the aspirations and sensibilities of younger generations.

Credits

Client

U.S. Navy

Agency

VMLY&R

Chief Creative Officer

John Godsey

Executive Creative Director

Ryan Blum, Michael Gregory

Group Creative Director

Earl Wallace

Creative Director

Megan Sousoulas, Eric King

Global Head Of Production

Greg Lotus

Producer

Bridget Fontenot, Theresa Notartomaso, Kaylie Linder, Ryan Hawkins, Justin Ladd, Karen Anderson, Michael Heil, Johnny Edson, Meghan Lang Bice, James Dean Wells

Production Business Manager

Erin Levine

Executive Director Client Engagement

Chris Edmondson

Group Director Client Engagement

Rae Ann Fisch

Director Client Engagement

Nate Wachter

The "Forged by the Sea" campaign by the U.S. Navy, developed with VMLY&R, aims to reposition Navy service as a compelling and adventurous career choice for Generation Z, addressing significant shifts in youth attitudes toward military enlistment. Facing a recruiting environment where only 2 percent of eligible young people express motivation to serve, largely due to factors such as the COVID-19 pandemic, a strong civilian job market, and a generational disconnect from military life, the campaign directly challenges the widespread mindset of dismissal toward Navy careers. The brand proposition centers on transforming perceptions of the Navy from a conventional or outdated pathway into a unique gateway to extraordinary experiences. By highlighting real-life stories from current Sailors, the campaign emphasizes opportunities for adventure, global travel, high-tech roles, and life-altering personal growth that Gen Z risks missing by dismissing the Navy. This promise positions Navy service as an avenue to “never” miss out on pivotal moments—from operating fighter jets to engaging with space programs and saving lives—thereby reframing military enlistment as exciting and meaningful rather than mundane or restrictive. Strategically, the campaign uses a narrative approach featuring authentic voices aligned with Gen Z values and sensibilities, leveraging digital and social media platforms favored by this demographic. The creative angle underscores the contrast between saying “never” and the richness of experiences foregone, tapping into Gen Z’s desire for meaningful impact and challenge. Paid media managed by Wavemaker amplifies this message through diverse film lengths optimized for social engagement, supported by integrated content across Navy.com and #AmericasNavy channels, ensuring consistent thematic reinforcement. The multi-channel strategy acknowledges the low existing propensity to serve and works to dismantle barriers by creating personal connections and aspirational appeal tailored to the evolving mindset of young Americans.

FORMAT#7 PRESENTER TESTIMONIAL — A person explains the product’s benefits directly to the audience. This campaign fits FORMAT#7 because its core creative device is having real, current Sailors share personal, life-changing Navy experiences directly with the audience. Rather than building a fictional story or relying on symbolism or exaggeration, the advertising leverages authentic testimonials to counter Gen Z’s reluctance by highlighting what joining the Navy truly offers. The narrative stresses missed opportunities (“never land a fighter jet...never chase a storm...”) through first-person or direct address, foregrounding lived experiences as the persuasive tool. No explicit problem–solution plot, ongoing character, or symbolic exaggeration; instead, the campaign is constructed around relatable, aspirational presenters showcasing genuine Navy journeys to inspire their peers. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. U.S. Army – Market Positioning The U.S. Army emphasizes versatility and leadership development, positioning itself as a pathway to personal growth, discipline, and diverse career opportunities. It highlights combat readiness and strong community values, appealing to youth seeking challenge and purpose. The Army leverages broad training programs and extensive support networks to attract recruits interested in both military and civilian career advancement. 2. U.S. Air Force – Market Positioning The U.S. Air Force markets itself as a technology-driven branch focused on advanced innovation, aerospace superiority, and cutting-edge career fields. It appeals to tech-savvy Gen Z by highlighting futuristic capabilities, education benefits, and opportunities in cyber, aviation, and space domains, projecting an image of strategic importance and intellectual challenge. 3. U.S. Marine Corps – Market Positioning Known for its elite warrior culture, the U.S. Marine Corps centers its positioning on toughness, camaraderie, and honor. It differentiates by offering a distinct identity rooted in esprit de corps, physical and mental resilience, and expeditionary combat roles, attracting aspirants drawn to a highly disciplined and intense military experience. 4. U.S. Coast Guard – Market Positioning The U.S. Coast Guard differentiates itself through a focus on maritime safety, security, and environmental protection. Positioning emphasizes humanitarian missions, law enforcement, and search and rescue operations, appealing to recruits interested in versatility and public service with a strong community and environmental stewardship ethos. 5. Space Force – Market Positioning The newly established U.S. Space Force positions itself as the vanguard of space defense and innovation, targeting recruits fascinated by space, science, and emerging technology. Its strategic angle focuses on protecting U.S. interests in space, combining military readiness with cutting-edge research and development in a futuristic operational domain.

Q: What is Forged by the Sea about? A: Forged by the Sea is a 2022 campaign developed by the U.S. Navy in collaboration with its agency-of-record VMLY&R to reshape Generation Z’s perceptions of military service. Launched on the Navy’s 247th birthday, the campaign addresses the challenge of low youth motivation to enlist, spotlighting authentic stories from current Sailors. It emphasizes the unique adventures and opportunities Navy service offers, such as operating fighter jets, working with astronauts, and traveling the world. The campaign uses a mix of film formats optimized for digital and social media platforms popular with Gen Z, supported by paid media from Wavemaker and integrated content on Navy.com and social channels. Q: What creative device does Forged by the Sea use? A: Forged by the Sea employs Clapboard’s FORMAT#7 PRESENTER TESTIMONIAL, where real Sailors share personal, life-changing experiences directly with the audience. This approach avoids fictional storytelling or symbolism, relying instead on authentic testimonials to counter Gen Z’s reluctance toward Navy careers. The campaign’s narrative highlights missed opportunities through first-person accounts, creating a relatable and aspirational connection. This format foregrounds genuine voices to inspire peers by showcasing the Navy’s real impact, making the creative device a direct, credible appeal rooted in lived experience. Q: What is the campaign proposition for Forged by the Sea? A: Forged by the Sea positions the U.S. Navy as an adventurous and meaningful career choice for Generation Z, challenging the prevailing mindset that military service is outdated or irrelevant. It targets young Americans aged 17 to 24, emphasizing that saying “never” to the Navy means missing out on extraordinary experiences like flying fighter jets, engaging with space programs, and saving lives. The campaign reframes Navy service as a gateway to personal growth, global travel, and high-tech roles, addressing recruitment challenges caused by societal shifts, a strong civilian job market, and a disconnect from military life. Q: How does Forged by the Sea rank in Clapboard's archive? A: Forged by the Sea holds a Clapboard Campaign Score of 73/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in delivering a compelling narrative through authentic storytelling and its strategic use of digital and social media to engage a challenging demographic. Q: Who are the competitors in U.S. Navy's category? A: The U.S. Navy competes with other military branches that each have distinct positioning strategies. The U.S. Army emphasizes versatility, leadership development, and community values to attract youth seeking personal growth and diverse career paths. The U.S. Air Force appeals to tech-savvy recruits by focusing on advanced innovation, aerospace superiority, and futuristic career fields. The U.S. Marine Corps centers on elite warrior culture, toughness, and camaraderie, offering a highly disciplined military experience. The U.S. Coast Guard highlights maritime safety, humanitarian missions, and environmental stewardship, while the Space Force targets recruits fascinated by space defense and cutting-edge technology.