Covert Communications

To reach future elite Sailors, the Navy went undercover. This campaign disguised Special Ops forces inside ads from 7 brands in a single issue of a niche magazine—blending stealth, storytelling, and recruitment strategy like never before.

Recruiting for Navy Special Operations demanded an approach as unconventional as the missions these Sailors undertake. Putting this together could have been a logistical nightmare—aligning eight different brands, each with its own unique goals, in just a few weeks. But the idea sparked excitement, turning what seemed impossible into a seamless collaboration.

Ryan Blum

Chief Creative Officer, VML

Recruiting for Navy Special Operations is no ordinary mission—it demands individuals with a rare mix of physical grit, mental sharpness, and a spirit for covert operations. The Navy needed a campaign that would speak directly to those most likely to possess these qualities—without looking like a traditional recruitment ad.

Special Ops missions happen in plain sight—but you don’t always know they’re there. We used that same logic to inspire a campaign hiding Navy heroes in the pages of a water polo magazine—mirroring the stealth and adaptability required in the field.

VML created a multi-page print campaign embedded within SkipShot magazine, published by USA Water Polo. Seven different Navy Special Ops roles were stealthily integrated into existing ads from commercial brands like Aflac, United Rentals, TruGreen, and Leidos—each placing a Sailor subtly within a narrative fitting the brand. The final Navy-branded ad asked readers: “Did You See Them All?” and directed them to Navy.com for clues, turning the magazine into a covert recruitment challenge.

Successfully launched in coordination with the U.S. Olympic season and Junior Olympics events.
Campaign secured 8 ad placements across partner brands—without any cost to the Navy or government.
Created buzz in both the water polo community and broader sports/military recruitment conversations.
Engaged target audience in a fresh, interactive format tailored to their interests and athletic mindset.