The U.S. Navy Hopes to Reach Gen Z With Its New 'Forged by the Sea' Campaign

Y&R's first work for the brand debuts during Army-Navy game

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

The U.S. Navy is launching a new recruitment campaign around the annual Army-Navy college football game Saturday.

Two new broadcast spots set to debut during the game introduce a new tagline, “Forged by the sea.” The campaign marks the Navy’s first work from Young & Rubicam, which was appointed its lead creative agency following a 2015 review, and is aimed at the Navy’s primary recruiting target—Gen Zers.

“The Navy is now recruiting young men and women of the centennial generation, who have different goals, expectations, and media-consumption habits than their millennial predecessors,” said commander of Navy Recruiting Command Pete Garvin in a statement.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in