January 19, 2010

Accentmarketing launched the Navy’s Hispanic branding campaign with “Mi Navy,” a 30-second original TV spot airing in top Hispanic broadcast and cable networks. The campaign, which is an extension of the general market campaign “A Global Force for Good,” launches the Navy’s new Spanish tagline “Al Servicio del Bien,” (Serving the Greater Good) created by Accentmarketing.

“We are thrilled to share our latest work for the U.S. Navy which showcases the Navy’s full spectrum of services,” said Juan Carlos Piedrahita, SVP, Group Creative Director, Accentmarketing. “The purpose of the spot is to elevate the image of the Navy by demonstrating some of the amazing things these admirable men and women do for our country everyday; and illustrating how their courage and commitment makes us proud and allows us to live with peace of mind.”

“Mi Navy” depicts Latinos voicing their admiration and pride for the men and women of the U.S. Navy whose courageous efforts allow so many others to live their lives in peace. The spot showcases real pilots, sailors and Seabees (construction battalion), who are all active duty members of the U.S. Navy fleet, demonstrating Navy's full range of services, which encompass military operations at home and at sea, including integral contribution to humanitarian efforts around the world. Footage was mostly shot on North Island Naval base in Coronado, California near San Diego.

"The U.S. Navy prides itself on the work we do to protect our country both abroad and in our local communities. It is important to share our message of service with diverse communities across the U.S.," said Rear Admiral Craig S. Faller, Commander, Navy Recruiting Command.

The campaign contains recruitment extensions, includes radio, print and digital work along with social media efforts that tie-in to a new Navy website, all of which is scheduled to launch later this year. Visual elements from the campaign will also be integrated into the U.S. Navy Hispanic College Tour, a 12-market grass root recruitment effort that visits nearly 50 schools and Universities around the country, spearheaded by Accentmarketing since 2005.

“Mi Navy” was directed and photographed by famed director Eagle Eagilsson, whose previous works include hit shows Heroes and CSI Miami. LETCA Films produced the spot and Push Music + Post’s Greg Wiktorsky provided music. The Accentmarketing team that contributed to the spot were Juan Carlos Piedrahita, SVP Group Creative Director; Andres Henao, Art Director; Producer Rudy Leschhorn; Elsa Arend, Group Account Director and Jesse Montano, Account Supervisor.

To view full spot CLICK below:


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