BBDO has launched its new recruiting campaign for the U.S. Navy with five TV spots directed by Spike Lee.
"With Spike Lee's unique point of view, he gives our advertising a different edge," said Lt. Commander Karen Jeffries, a Navy representative. "And that's the right thing to do if you want to get noticed in today's marketplace."
The spots (one is shown here) were commissioned by the New York agency without scripts, and show sailors talking about their experiences and what they're getting out of being in the Navy.
The campaign's tagline is, "Let the journey begin."
The first one, "Seals," broke May 28th in 11,000 movie theaters, preceding trailers for the summer's releases.
The remainder of the spots break throughout the summer and fall during the NBA Playoffs, NFL games and on youth-oriented stations such as WB, ESPN, MTV, BET and Hispanic networks. Spending is undisclosed.