Royal Australian Navy: Confidence

What will surface as a submarine?

Advertising Agency: GPY&R, Melbourne, Australia
Executive Creative Director: Ben Coulson
Art Director: Ant Simmons
Copywriter: Alex Wadelton
Producers: Jonathon Eadie, Lauren Rosen
Account Director: Julian Bell
Agency Producer: Sam Joy
Retouchers: Innes Robins, Bruce Bigelow
Photographer: Josh Tam
Typographer: Bruce Bigelow
Account Manager: Heather Pennell
Production: Electric Art

May 2011


abdeLooK's picture
252 pencils


Church Money's picture
Church Money
76 pencils

This ad is interesting visually, and the copy ties everything together well. Good job

Boxey's picture
8881 pencils


atb2005's picture
13561 pencils

Fail. Those who like this should ask themselves the question "Will this campaign help attract new recruits?" Very unlikely.

arke1's picture
237 pencils

You're doesn't do a very good job of this. The visual is great though.

Phillhb's picture
209 pencils

Thank god, i thought i was the only person on here who actually cared whether it will actually help with the clients objectives!

I don't even think its a good idea, to be honest, it has been done before

jackblack's picture
2350 pencils

What will surface as a submarine? A submarine of course.

bhuvneshwar.chd's picture
989 pencils

visual clearly goes with the . . . word CONFIDENCE

move ahead with full confidence. Royal Australian Navy. good work.

"If you are irritated by every rub, how will you be polished?"
— Rumi

fala fulani's picture
fala fulani
254 pencils

I think the visual is ok, but the copy let it down.

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

Art director gone wild! For the concept, it just hinges on the word 'surface'. And as said above, I too doubt this'll lead to many recruits.

MidasTouch's picture
1024 pencils

If it's to recruit new people in the marine army, I don't know if it will work: it's scary to me (but maybe for big boys it's exciting)! xD
great visual and AMAZING typography job.

//usevertising v.s badvertising//
C'est une question de vie ou de mort.

Manoma's picture
1108 pencils

Splendid !!

Yes MidasTouch : i think you are right, but the role of this type of announcement is also to make a selection.

In that way, i remember, an Recrutement announcement for the London Police,

showing a Punk spiting on Policeman face, which one was staying straight an calm,

and the body,was saying something like :

"if you are able to endure this, you can send your candidature..."

(if somebody got it, i search it since a long time ;^)

bakamono's picture
1002 pencils

Sorry this looks like a tomb to me.

because therefore it is

shahidali's picture
4069 pencils

Word game for war heroes?


rajib kabir's picture
rajib kabir
35 pencils

feelings like a movie poster.

Glut's picture
3937 pencils

nice series of a difficult category

ace85le's picture
3939 pencils

Impressive visual. This is one of the ads that wont win awards but work instead.


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