Royal Navy Heartbeat in Life Without Limits
Royal Navy Careers in the UK has launched a new phase of their “Life without Limits” advertising campaign, using a voiceover inspired by the opening of the 1996 film Trainspotting. Royle Family actor Ralf Little provides two-word phrases to comment on a series of defining moments in a young Royal Navy recruit’s life. The campaign is launched today as part of a new £1.5m recruitment drive.
The main TV advert, Heartbeat, will be supported by nine 10-second adverts highlighting specific Navy job options. The Navy is also advertising online, through outreach events and using regional media drives. Changes to the recruitment website also form part of the campaign.
A Central Office of Information interactive services spokesman said: “Digital channels are a key component of the Navy’s communications strategy. In the next two years the Navy will be re-launching its corporate site and is committed to exploring its use of the semantic web, email, mobile and various social media channels that are key to their audiences.”
The Royal Navy Life Without Limits campaign was developed at WCRS by creative director Yan Elliot, copywriters Oli Beale and Alex Holder, agency producer Clare Hunter.
Media planning and buying for the campaign has been handled by Carat. Digital advertising has been developed by Glue and 26 London with digital media planning and buying by i-Level.