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CHIPS Articles: Navy Debuts New Ad

Navy Debuts New Ad
America's Navy — The Shield
By Chief of Naval Personnel Public Affairs - December 15, 2014

The 30-second commercial aired during CBS' coverage of the 115th Army-Navy game and was added to the America's Navy You Tube page (http://m.youtube.com/watch?feature=youtu.be&v=ThImmlN-I8s) shortly after the game concluded.

Much of the discussion on social media focused on the ad's tag-line "to get to you, they'd have to get past us," as well as the commercials abridged ending. Gone is the familiar motto "A Global Force for Good."

The change represents a decision by Navy leadership to move away from a motto that simply goes after potential recruits, in favor of advertising that speaks to both would-be and currently serving Sailors.

Navy began editing past commercials to remove the old motto earlier this year. All Navy commercials now end with the recognizable voice of Keith David simply saying "America's Navy."

"The Shield," features a young couple and child flanked on all sides by Sailors wearing varying uniforms, emblematic of the Navy's numerous jobs and opportunities to serve.

The next Navy ad is expected in early 2015 and will highlight the service's ability to operate around the world — on, above and below the sea.

For information on a career in the United States Navy or to view other popular ads, visit Navy.com.

137 MAYPORT, Fla. (Dec. 11, 2014) Family members wave goodbye to Sailors aboard the amphibious assault ship USS Iwo Jima (LHD 7). Iwo Jima deployed as part of the Iwo Jima Amphibious Ready Group/24th Marine Expeditionary Unit in support of maritime security operations and theater security cooperation efforts in the U.S. 5th and 6th Fleet areas of responsibility. U.S. Navy photo by Mass Communication Specialist Seaman Nathan J. Lang.
137 MAYPORT, Fla. (Dec. 11, 2014) Family members wave goodbye to Sailors aboard the amphibious assault ship USS Iwo Jima (LHD 7). Iwo Jima deployed as part of the Iwo Jima Amphibious Ready Group/24th Marine Expeditionary Unit in support of maritime security operations and theater security cooperation efforts in the U.S. 5th and 6th Fleet areas of responsibility. U.S. Navy photo by Mass Communication Specialist Seaman Nathan J. Lang.
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