Friday 17th July: Today, the Royal Navy launches its campaign to hire for its most elusive fighting force, The Submarine Service.
Riffing off the award winning Made in The Royal Navy format, this new campaign is aimed at a different breed of recruit. Young people looking for an edge in their career that the ‘skimmers’ on the surface just don’t have - the most classified missions the military operates. While previous commercials lifted the lid on life in the Royal Navy, this one blurs it, redacts it and censors it, and in doing so makes it more tantalising than ever. This isn’t just a subaquatic branch of the normal Navy, but one of the most unique jobs on the planet.
The 60” spot created by ENGINE follows a real recruit on his journey around the world, without ever officially going anywhere. From Arctic ice caps to sunnier climbs and everywhere in-between, all carefully redacted to give away only what is totally necessary.
To create the film, they worked with award winning director Greg Hackett through Spindle who persisted tirelessly to pin down the most elusive shooting location possible, a nuclear submarine, as it stealthily circumnavigated the globe.
The campaign launches with 60” spots across national TV from July 17th, with 30” spots running through the remainder of the summer, as well as online and social cut downs.
Captain Peter Viney, Head of Royal Navy Recruiting: “The Submarine Service is a vital part of our defence capability – attracting the next generation of Submariners is therefore critical. This film takes our successful surface fleet format and turns it on its head highlighting the amazing job of a submariner.”
Billy Faithfull, Chief Creative Officer, ENGINE Creative says: “A career as a Submariner might not seem like the most glamorous of jobs at first glance, but by using the one thing that sets them apart from all other Navy jobs, their secrecy, we found a unique and visually striking language to work with. One that really sets this career apart”.
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Client: The Royal Navy
Chief creative officer: Billy Faithfull
Creative Director: Orlando Warner
Creatives: Chris da Roza, Hugo Isaacs
Agency Producer: Laura Melville, Henry Davies
Account Handling: Ed Norrington, Chris Moger, Harriet Lewis
Planning: Nicola Dyball
Media Agency: Wavemaker
Production Company: Spindle Films
Director: Greg Hackett
DOP: Adam Scarth
Producer: Miles Nathan, Duncan Bernard
Post-Production: No. 8
Post-Producer: Barny Wright
Vfx Supervisor: Jim Allen
Audio: 750mph, Sam Ashwell
Editor Tim Swaby @ Spindle