Royal Navy recruitment push highlights personal qualities the career brings

The Royal Navy has launched a national recruitment campaign with an ad highlighting the personal qualities joining the force brings.

The 60-second spot, which was created by WCRS, follows the story of a young boy from the age of one through to adulthood when he decides to join the Royal Navy.

The film shows the man’s experiences in the Royal Navy and the making of him as a person. At the end he says: "Sure, I was born in Carlisle but I was made in the Royal Navy."

WCRS said the film is designed to mark a shift away from traditional recruitment ads from the Armed Forces that feature functional offers such as training and qualifications.

The creatives for the work are Ben Brazier and Johnny Ruthven, with creative direction from Billy Faithfull.

Faithfull, the executive creative director at WCRS, said: "It struck us when we were developing 'made in the Royal Navy' that the most valuable thing the Royal Navy can give you isn't the training, the travel, the experiences, the friendships or the qualifications, but the person you become through these experiences."

The ad was directed by Ed Morris through Rattling Stick. Media planning was handled by MEC, and media buying was done by M4C/Carat.

Paul Colley, the head of marketing at the Royal Navy, said: "The personal journey and the changes they bring were such powerful ones in young Royal Navy Ratings [the troops, as opposed to reserves or officers] that it seemed to offer the most compelling reason to consider a career in the Royal Navy.

"WCRS’ ‘made in the Royal Navy’ really delivered on this personal journey and brought the massive array of experiences in the Royal Navy to life."

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