An increase in job opportunities in the private sector meant less young school graduates were applying for the Singapore Navy. Our brief was to create a direct response TV commercial that would position the Navy as a more exciting career than a corporate job.

We created a fully-animated TVC with a direct response call to action.It shows a battle at sea. Not between two fleets of ships but between two fleets of corporate buildings – firing photocopier-toner, pot plants and chairs. The battle suddenly stops and we see a young Office Executive asleep at his desk. We’ve been watching his dream. A title reads: ‘Stop Dreaming. Be somebody.’We then end on our young Executive now a Navy Officer aboard a ship. Our direct response website appears.

Awareness went up 70%.Recruitment went up 32%.