Posted on 01/31/2015 2:01:06 PM PST by Olog-hai
The Navy is taking a new approach to its recruiting commercials: appealing to people who are already in uniform, have long since left the military and those who never will join.
A slate of new Navy commercials have been developed to not only appeal to traditional recruits, but those already enlisted and Americans at large as the service seeks to improve retention and better position itself in the public eye in an era of shrinking defense budgets. […]
Since 2009, the Navy had used the tagline “America’s Navy. A global force for good” as part of an effort to appeal to service-minded young people and their parents. While highly successful attracting recruits, the Navy began phasing it out last year after receiving feedback that it wasn’t popular with active-duty sailors or veterans, who said it didn’t capture all they did. The tagline also appeared not to resonate with the American public.
A 2013 survey by Rasmussen Reports found that only 20 percent of respondents felt that the Navy’s primary mission should be as a “global force for good,” while 70 percent said it should it primarily be to “protect and defend the United States.” …
(Excerpt) Read more at hosted.ap.org ...
I imagine Rimshot Joe Biding will want to do some Navy ads of SEALs changing the diapers of Barry’s “unaccompanied” illegal alien invader refugees.
It sounds like something a faculty lounge or NGO came up with.
I always hated that “global force for good” feel-good crap.
Join the Navy and see the world — Encounter interesting people and blow the crap out of them.
I Personally Liked, “The Navy it not JUST a JOB it’s an Adventure”!
I prefer “A global force for devastating our enemies and leaving behind grieving widows and orphans.” But that probably didn’t pass muster with the focus groups.
I once saw a US Navy billboard that said Life, Liberty and the Pursuit of all who threaten it.”
How about “The Navy. Don’t worry, nobody will know you crapped your pants right before you died, becuase we are going to blow everything up before we leave.”
Good. Those commercials SICKENED me.
At long LAST!
Crappy promo...up there with Army of one...
And we paid good money for that crap.....
How about get rid of the MCiC, a Commander in Chief instead of a Muslim in Chief.
How about a CiC who actually CARES about his Navy personnel, or at least appears to care!
I didn’t mind “a global force for good”—because it’s an undeniable truth. But that “global” business has unfortunate UN connotations so I can see why people hated it.
I don’t know if this is the ad, but the one that’s running now, “To get to you, they have to go through us,” is terrific.
Abandons “Global” for broader appeal? LOL How about “Universal force for good”??
I haven’t seen that one. I’ll have to keep watching.
How can you be broader than that?
A global force of good AND evil?
“I once saw a US Navy billboard that said Life, Liberty and the Pursuit of all who threaten it.”
That slogan was (and is) my favorite.
The new campaign is better intentioned, but still fails the laugh test...
“To get to them, they have to go through us.”
However, the visuals are just plain silly.
SECNAV needs to fire somebody. But then again, we still need a competent SECNAV that actually wants to recruit and train warriors...
they are replacing the crappy tag line with a bunch of very wordy tag lines... not good marketing communications, in my opinion... the new campaign seems all over the place... say something DEFINITE... be DELIBERATE in your message... meh... bleh...
“The U.S. Navy: Kicking Ass and Taking Names for 220 years!”
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