The spot, developed by Saatchi & Saatchi, showcases lives that have the makings of a Hollywood movie -- filled with the action and adventure that the Navy offers.
Using the tagline 'If your life were a movie, would it be a good one?', the spot represents an evolution of last year's DM campaign, that worked a similar theme around the angle of 'your life as a novel'.
Using the tagline 'If your life were a movie, would it be a good one?', the spot represents an evolution of last year's DM campaign, that worked a similar theme around the angle of 'your life as a novel'.
"It has a dual role of building the image of the Navy and pushing recruitment," said Saatchis Singapore CEO Michael Rebelo. "It's a fairly consistent positioning for the Navy -- it has a bigger challenge as it has to compete against the Air Force and Army, which have bigger budgets. So the Navy tries to have a bit of wit and charm and a be a little different. "People go into the private sector and tend to be deskbound. But a life in the Navy gives you a wide variety of experiences."
Creative director and copywriting duties were handled by Jagdish Ramakrishnan, while Richard Copping art directed the spot.
