Made in the Royal Navy 2024

The Royal Navy refreshes their long-running ‘Made in the Royal Navy’ campaign, with the release of four new films.

Today the Royal Navy launches four new recruitment films, focusing on some of the key drivers for their target audience when considering a potential career in the Royal Navy.
The 30” spots, created by long-standing partner House 337, follow the journeys of four real Royal Navy ratings from life as a civilian to a life at sea.

“Born in Paisley” shows how the Royal Navy can broaden horizons, both physically and metaphorically, as a young recruit goes from living through others on social media to having real-world experiences and making a real difference. In “Born in Southend” we see how a career as a Rating provides structure and order where once there was chaos. “Born in Liverpool” highlights the juxtaposition between the daily grind of an inner-city commute, versus the global travel opportunities on offer to recruits. And in “Born in Basildon” we see the bonds, camaraderie and friendships that are built up through shared experiences, both at work and at play.
As with all Made in campaigns, the films are underpinned by the message that a career in the Royal Navy helps young people to truly unlock their full potential, providing them with opportunities and qualifications, to become the very best versions of themselves.

All four films were directed by the award-winning Greg Hackett through Spindle, renewing his seven year relationship with the Royal Navy. Each film will also be in rotation as 20”, 10” and 6” cutdowns.

Paul Colley, Royal Navy Head of Marketing: “Time and again, when talking to potential recruits, we see repeated themes that are clearly so important in their decision-making process. We wanted to address these head on and show that a career as a Royal Navy Rating can offer structure and opportunity, and help to develop life-long friendships in the process.”

Steve Hawthorne, Creative Director, House 337 says: “As with every campaign we’ve ever produced together, it is critical that we tell authentic stories using the brilliant servicemen and women of the Navy. Greg has a great deal of experience at really bringing these stories to life, and we’re immensely proud of this set of films and the positive impact that they will no doubt have on the ongoing recruitment push”.