The U.S. Navy has devised a novel recruitment campaign
aimed at top water-polo athletes.
Recruiting future Special Ops sailors is a Navy priority, according to Rear Admiral James P. Waters, Commander, Navy Recruiting Command. He enlisted VML, the
service’s marketing-advertising contractor, to design a campaign targeting those who meet the rigorous requirements.
Sailors in the Special Ops community comprise the most elite military
force. They include aviation rescue swimmers, Navy divers, Special Operators (SEALs) and special warfare combat crew. The mental and physical toughness demanded is akin to the intense training and
teamwork required by the country’s top water-polo athletes.
That’s why VML designed a multi-page print campaign running in SkipShot magazine, published by USA Water Polo. It
runs for four months online and in print. The agency is currently evaluating future plans for additional placements.
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The campaign emphasizes the covert nature of the Navy’s Special Ops
by hiding Special Ops sailors within seven different brands. For example, a SEAL can be spotted hidden within an Aflac ad. A diver is camouflaged in a Greater Miami Visitor and Convention Bureau
promotion for the arts. A Special Warfare Combat Crew is subtly featured in a worksite equipment ad for United Rentals.
“This unique approach highlights the adaptability and versatility
of our elite forces, showing they can seamlessly integrate into any mission, anywhere,” says Admiral Waters.
The eighth ad in the campaign features the headline “Did You See Them
All?” It explains how the seven sailors are hidden and directs readers to Navy.com, where they find clues to locate them.
“Recruiting for Navy Special Operations demanded an
approach as unconventional as the missions these sailors undertake,” adds Ryan Blum, VML chief creative officer.