The Army-Navy football game is one of the oldest and most storied contests in the history of college football. December 9, in Philadelphia, the US Navy will be telling a new story ­as it launches a branding campaign targeting the current generation – centennials / Gen Z – of recruits. The launch will also mark the debut of the Navy’s new tagline, ‘Forged by the Sea.’‘Sea to Stars,’ the first in a series of commercials featuring the new tagline and branding, will air on CBS during the second quarter of the Army-Navy game, as well as on screens in the stadium. In the spot, the viewer climbs from the depths of a submarine journey up to the many ships and finally climbing to the sky through fighter jets and space-high drones. It ends with ‘From the Depths to the Stars’ followed by the new tag.A second commercial, ‘Game,’ will also air in-stadium. In it we see Navy personnel working hard, training hard and doing their jobs to the limits of their abilities. The voice over says that the Navy is “not a game” and shows the seriousness the military branch takes its responsibilities.In addition to the spots, done by agency Young & Rubicam (Y&R), the launch will include a ‘Forged by the Sea’ print ad in the official game program, commercials during the radio broadcast of the game, and ‘Forged by the Sea’ brand messages on the digital signage throughout the stadium and on billboards, bus wraps, and subway advertising in Philadelphia near the stadium. Navy cheerleaders will carry flags with the new tagline and the Navy Parachute Team, the Leap Frogs, will carry ‘Forged by the Sea’ banners as they parachute into the game before kickoff. The Navy’s rebranded virtual reality trucks, the Nimitz and Burke, will be parked near the stadium, offering fans the opportunity to experience a virtual Navy Seal rescue mission.CreditsAgency: Y&RClient: US Navy