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The U.S. Navy has been using its “Forged by the Sea” campaign since in 2017 to pitch Gen Zers on the benefits of service. With recruitment down due to Covid-19 and a strong job market, the latest effort from agency-of-record VMLY&R aims to change the minds of 17-to-24-year-olds who never thought they’d enlist.
Launching on Oct. 13 to mark the Navy’s 247th birthday, the latest effort features a 60-second “Never” film and two 30-second spots dubbed “Strong Enough” and “What Matters.”
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