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

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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.

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