U.S. NAVY TARGETS SURVIVOR AUDIENCE

Published on .

March 12, 2001

By Ira Teinowitz

The U.S. Navy breaks TV for its first ad campaign from Interpublic Group of Cos.'s

Photo: U.S. Navy..
From the spot: accelerating your life in the Navy.
Campbell-Ewald, Warren, Mich., Wednesday on CBS's Survivor. The ads feature the new Navy theme of "Accelerate your life," which replaces the old "Let the journey begin" tag.

TV and radio ads in the $30 million campaign that began several weeks ago use music from the rock band Godsmack. In one of the TV spots, over pictures of a Navy Seal's face followed by a landing crew, a voice-over asks, "If someone wrote a book about your life, would anyone want to read it?"

Besides TV, radio and direct mail, the Navy is also launching a major a new Internet element to the program with a "life accelerator" site demonstrating hands-on experiences. Last year the Navy tapped Campbell-Ewald to replace Omincom Group's BBDO Worldwide and Rapp Collins Worldwide, both New York, as its agency.

Copyright March 2001, Crain Communications Inc.

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