The “Spotlight” campaign uncovers the hidden world of Navy Special Operations, challenging those who thrive under pressure to step into the spotlight and prove they have what it takes to join the elite.

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The Navy’s Special Operations roles aren’t for everyone – and that’s the point. We’re looking for the one percent who thrive under pressure and never settle for average. 'Spotlight' is a challenge to those individuals to step up and see if they have what it takes.

Rear Adm. Jim Waters

Commander, Navy Recruiting Command

While Navy SEALs are widely recognized as elite warfighters, other critical roles within the Navy Special Operations community—such as Aviation Rescue Swimmers, Explosive Ordnance Disposal Technicians, Hospital Corpsmen, Divers, and Special Warfare Combat Crewmen—often go unnoticed. These roles require unparalleled physical and mental toughness, but only 1% of potential recruits possess the skills and mindset to succeed. The challenge was to raise awareness about these lesser-known opportunities and attract top-tier candidates aged 17–30 who excel under pressure.

"Everyone thinks they know what Navy Special Operations is, but most have no idea,” said VML Chief Creative Director Ryan Blum. This insight inspired the campaign to reveal the broader, hidden world of Navy Special Ops and challenge individuals who instinctively rise to challenges others avoid.

VML partnered with the U.S. Navy to create “Spotlight,” a bold, multi-platform campaign designed to inspire the next generation of elite warfighters. The campaign features one 90-second film, three 30-second films, three 15-second films, and one 6-second film, all highlighting the diversity and intensity of Navy Special Operations roles. The content is strategically placed across major sports broadcasts (e.g., MLB games, WWE Raw) and leading streaming platforms like YouTube, Roku, Peacock, and Netflix to reach its target audience.

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