Submariners take centre stage in RSN's latest recruitment campaign

The Republic of Singapore Navy (RSN) has unveiled a new campaign titled “It’s not crazy. It’s the Submariners of the Navy.” The campaign, created in collaboration with MullenLowe Singapore, aims to raise awareness of the Navy’s submariners while addressing recruitment concerns.

The campaign coincides with the launch of the Navy’s latest 'Invincible class' submarines, with a central film portraying the highly secretive, high-stakes life of submariners, whose missions and routines remain largely unknown even to their families and fellow Navy personnel. 

The film also highlights how life aboard the submarines is defined by close-quarters teamwork, requiring precision, trust, and efficiency, with no margin for error. Operating at great depths and distances, the submariners are seen quietly accomplishing tasks that remain largely unknown to both the wider Navy and the public.

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Drawing inspiration from high-end automotive advertising, the launch film positions submarines as aspirational and almost unattainable platforms, akin to hypercars in their exclusivity and allure. The campaign currently runs online and at the Navy@Vivo event, with plans for a cinema placement in 2026.

Beyond recruitment, the campaign seeks to build brand equity and inspire appreciation for the Navy’s work beneath the waves, highlighting the dedication and skill of submariners in a narrative that remains largely hidden from public view.

“The Navy, by nature of being out at sea, is one of the least visible branches of the Singapore Armed Forces. Within the Navy, the submariners are practically invisible. The launch of the new ''Invincible class' submarines gave us the perfect opportunity to tell their story – to capture the mystery, the oppressive tension and to deliver a victory no one will ever see. It’s as much an inspiration piece, as it is an appreciation piece," said Daniel Kee, executive creative director at MullenLowe Singapore.

The campaign follows the Navy’s “Is it crazy..?” campaign from December 2024 but takes a different tone. “Is it… crazy?” highlights the thrilling and varied experiences of a Navy career, showcasing purpose, progression, and excitement without the desk-bound routine. The film depicts Navy personnel charting courses, jumping out of helicopters, and engaging in diplomacy, while also showing lighter moments such as playing soccer, gaming, singing karaoke, and celebrating milestones such as weddings and graduations.

Past iterations of the campaign also highlighted other teams within the navy, including the divers, experts and engineers. 

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