Client: VMLY&R | Miss America Agency
Creative Director: Benjamin Potter.
Directors: Cody ball + Benjamin Potter
Executive Producer: Brooke Goldstein
In June 2018, Miss America announced major changes, including the elimination of the swimsuit portion of the competition, while appointing Y&R for its rebranding effort. Titled Miss America 2.0, the new campaign wants everyone to know that it is a competition, not a pageant. And it never had anything to do with Donald Trump. Gretchen Carlson, who serves as Chair of the brand’s Board of Trustees, said in a statement that it would “represent a new generation of female leaders focused on scholarship, social impact, talent and empowerment.”
By shifting the focus from technology to real and raw stories of our men and women in uniform – inside their real environments- we invite the viewer into an intimate and personal connection with our sailors every month. After watching, our audience will gain an understanding of what life is truly like inside America’s Navy. These captivating stories also serve as a teaching tool, boosting the Navy’s recruiting capabilities.