Problem:
For the U.S. Coast Guard, the existing branding did not fully convey the intensity, skill, and dedication required to do the job, leaving the public with an incomplete understanding of the force behind the mission.
Solution:
A fresh tagline, “Ready to Work,” paired with unforgettable facts, reframed the Coast Guard as highly capable, relentless, and always prepared, making the demands and importance of the role immediately clear.
Existing Advertising:
This ad falls short because it communicates urgency without clarity. While the words “Protect,” “Defend,” and “Save” sound powerful, they are broad and interchangeable with nearly any military or emergency organization. The viewer is left with a vague sense of heroism but no real understanding of what the U.S. Coast Guard actually does on a day to day basis or why its role is uniquely demanding.
Because the ad does not highlight the depth of skill or the range of missions, it misses an opportunity to differentiate the Coast Guard from other branches or first responders. Instead of educating or inspiring through specificity, it relies on generic patriotism and spectacle, which ultimately weakens the message and undersells the intensity and professionalism required to do the job of maritime patrols, rescuing people, and fighting drug trafficking.
