The Navy’s new ad campaign underscores ‘the shield’ it provides
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Version 0 of 1. It looks like the days of hearing about the Navy’s “global force for good” are over. The service debuted a new recruiting ad campaign during the Army-Navy game Saturday, highlighting the protection the sea service provides for everyday Americans. The ad, titled “The Shield,” shows what appears to be a man and woman with their young daughter walking on a city street. They are surrounded by dozens, then hundreds of members of the Navy in all kinds of uniforms. The service members include men and women of all kinds, serving in a variety of Navy jobs. “To get to you,” a narrator says, “they’d have to get past us.” A Navy spokesman, Cmdr. Chris Servello, told the independent Navy Times that the service has been phasing out its “global force for good commercials,” which haven’t been popular with active-duty sailors or veterans. “We’ve been phasing out the global force for good tagline over the past year,” Servello told the newspaper. “It’s not that we aren’t a global force for good, but rather that the tagline alone doesn’t capture all of who we really are, as a Navy, that led to the decision to phase it out over time.” The Navy said Sunday in a news release that it will debut another new ad early in 2015. That one “will highlight the service’s ability to operate around the world — on, above and below the sea,” the service said. |