U.S. Navy hid Special Ops sailors in magazine ads to see if recruits could spot them

Recruitment ads are fun when they offer a way for potential employees to prove themselves. We’ve seen this lots of time over the years—most notably in 2004, when Google put a math problem on a billboard to entice engineers. The U.S. Navy has now done its own version of this, working with agency VML to hide Special Operations sailors in seven magazine ads from different brands, as a kind of challenge for potential recruits. The print ads are running in a single issue of SkipShot magazine, which is published by USA Water Polo. (The Navy partnered with USA Water Polo before the Paris Olympics this year, seeing water polo players as potential sailors with the physical and mental toughness needed to win in the water). Brand partners on the Navy magazine project include Aflac, TruGreen, Greater Miami Convention & Visitors Bureau and more. The Aflac ad at the top of this story, for example, has a Special Ops sailor hidden in the upper left corner—as seen below. Here are three more executions: VML worked with the brands directly on crafting the ads. “Recruiting for Navy Special Operations demanded an approach as unconventional as the missions these sailors undertake,” said Ryan Blum, VML chief creative officer. "Putting this together could have been a logistical nightmare—aligning eight different brands, each with its own unique goals, in just a few weeks. But the idea sparked excitement, turning what seemed impossible into a seamless collaboration.” “This unique approach highlights the adaptability and versatility of our elite forces, showing that they can seamlessly integrate into any mission, anywhere,” said Rear Admiral James P. Waters, commander of Navy Recruiting Command, which oversees all Navy marketing efforts. Here’s where the sailors were hidden in the other ads: An eighth ad is for the Navy itself. It directs readers to Navy.com, where they can receive clues to help locate the sailors. Special Ops sailors include Aviation Rescue Swimmers (AIRRs), Explosive Ordnance Disposal Technicians (EODs), Navy Divers (NDs), Special Operations Independent Duty Corpsman (SOIDC), Special Operators (SEALs) and Special Warfare Combat Crewman (SWCCs). These sailors are often involved in covert operations, and their stealthiness is critical to mission success. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

U.S. Navy hid Special Ops sailors in magazine ads to see if recruits could spot them

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