U.S. Navy TV Spot Touts 100% Maritime Strategy

  • November 18, 2011

The U.S. Navy has a new TV spot titled “100%,” created by Campbell Ewald, to introduce the deterrence tenet of Navy’s Maritime Strategy. The focus is on the Navy's  forward deployment and force readiness strategy and creative shows the Navy’s relevance across the globe by sharing some memorable facts including how a large percentage of the world’s population and trade is impacted by water.

“Deterring aggression is part of what we do as America’s Navy,” said Commander Brent Phillips, Director of Marketing and Advertising for Navy Recruiting Command, in a statement. “This latest commercial helps us share this important mission with those we serve.”

The new :30 spot begins with a shot of a wide expanse of sea seen from above as supers begin to move in and out of the scene, that say: 70% of the earth is covered in water; 80% of people live near water; 90% of all trade travels by water. These visuals are followed by one of a U.S. Navy aircraft carrier entering the frame as it eclipses the last super. Its massive presence fills the entire frame. As it passes by, the viewer sees the length of the vessel and its arsenal and sailors around the flight deck. It finally clears leaving a wake behind as another super appears on the screen with the words: 100% on Watch. A voice-over then says “America’s Navy. A Global Force For Good.”



The spot ran exclusively during the inaugural Carrier Classic event that took place on Nov. 11. The Carrier Classic was the NCAA men’s basketball season opener played between the Michigan State University Spartans and the University of North Carolina Tar Heels. The game was played at Naval Base Coronado aboard the USS Carl Vinson, a Navy aircraft carrier that has a regulation-size basketball court and seating. The game, won by North Carolina 67-55, was ESPN’s highest-rated game since 2006.

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