Today sees the launch of our new recruitment campaign for Royal Navy Ratings.

The TV spot, directed by Ed Morris tells the story of a boy progressing from childhood to adulthood and shows how his decision to join the Royal Navy is the making of him as a person. He is ‘Made in the Royal Navy.’

‘Made in the Royal Navy’ is a completely new approach for Armed Forces recruitment advertising, marking a shift away from the Armed Forces functional offers such as training and equipment, and focussing instead on the personal qualities that an individual gains.

Billy Faithfull, Executive Creative Director, WCRS said:

“The most valuable thing The Royal Navy can give you isn’t the training, the travel, the experiences, the friendships or the qualifications, but the person you become through these experiences. In short, wherever you are born, you are Made In The Royal Navy.”

The ad directs to a new landing page on the Royal Navy recruitment website, which features further films, also created by us, telling personal stories of people who were also ‘Made in the Royal Navy’.


Full Credits:

Client: Royal Navy & Royal Marines
Head of Marketing: Paul Colley
Marketing Manager: Lee Thorne
Agency: WCRS
Executive Creative Director: Billy Faithfull
Creatives: Ben Brazier & Johnny Ruthven
Agency Producer: Eliot Liss
Account Handling: Simon Peck, Michael McConville, Sally Borda, Louis Lunts
Strategy: Liz Baines
Media Planning: MEC
Media Buying: M4C/Carat
Website: E3
Production Company: Rattling Stick
Director: Ed Morris
Producer: Chris Harrison
DOP: Jim Joliffe
Editor: Sacha Szwarc @ Speade
Post-Production: Creative Outpost (Grade – Simone Grattarola @ Rushes)
Audio: Ben Leeves @ GCRS