Rainey Kelly creates Navy campaign

Rainey Kelly Campbell Roalfe/Y&R has cast Amanda Donahoe to front a new multimedia campaign for the Royal Navy. The ads break on national television on 15 January.

Rainey Kelly Campbell Roalfe/Y&R has cast Amanda Donahoe to front a new multimedia campaign for the Royal Navy. The ads break on national television on 15 January.

The TV spots aim to highlight the importance of teamwork to success.

The ads are targeted at 16- to 24-year-old men and women and showcase the breadth of jobs within the Navy, ultimately aiming to drive recruitment.

Each execution centres on how, as part of the Royal Navy team, the potential recruit will achieve more than he or she expected.

The television and cinema spots turn the negative analogy of a 'cog in a machine' on its head. When the question of 'who wants to be a cog in the machine?' is posed, the answer given is 'it depends on the machine'.

In a scenario of a sea rescue, the ad illustrates how the person at the bottom of the ladder is as important as the person at the top.

The print campaign will feature illustrations that look 'top-secret' but the copy is humorous. In one ad, a harpoon missile has a headline saying: 'Awesomely powerful ... Deadly accurate ... but without highly trained weapons specialists, about as lethal as a pork sausage.' Radio ads are planned.

Art direction was by Marc Bennett. Copywriting by Simon Bere. Joanne Bailey shot the TV work through Serious Pictures. Folio's David Russell illustrated the print campaign.

The typography is by Nils Leonard. Planning is by The Media Edge and buying is by MediaCom TMB.



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