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The Last Ship on TNT Promo Concepts

Jeff Boortz

Note: These are on-air promo concepts for a new series on TNT, the Last Ship, for Loyalkaspar, a NYC-based agency.

The Last Ship

This show, at its core, is about the epic struggle between Order and Chaos. The virus’ effect is immediate and catastrophic. It wipes out most national governments, knocking the Human Race back 1500 years into the feudal, dog-eat-dog, Middle Ages.

The only thing that stands between our Advanced Civilization and the next Dark Ages is the Last Ship. They have the tools, the training, and the weapons, to fight this war but will the human element– their resolve, their sense of duty, their respect for chain-of-command– survive when all else has been laid waste?

Campaign Hooks:

With Honor, Courage, and a Commitment to the Cure.
This hook or unifying theme focuses on the human element in this epic struggle- the real focus of the show. The sailors on the Last Ship would have likely recited the version below at their basic training. It’s modification to include the object of their quest, a cure for the virus that is ravaging the globe, would seem natural, as many battle songs and rallying cries emerge from the heat of battle. This campaign hook will help guide the creative so that  all engagements have the right tone.

Concepts:

  1. The Sailor’s Creed – America’s Navy
    This spot brings the US Navy’s Sailor’s Creed to life.

“I am a United States Sailor.
I will support and defend the Constitution of the United States of America and I will obey the orders of those appointed over me.
I represent the fighting spirit of the Navy and those who have gone before me to defend freedom and democracy around the world.
I proudly serve my country’s Navy combat team with Honor, Courage and Commitment.
I am committed to excellence and the fair treatment of all.”

The “Sailors Creed” was written by a “Blue Ribbon Recruit Training Panel” in 1993 at the direction of Chief of Naval Operations Admiral Frank Kelso, who personally participated in the final edit of the working group’s proposal. Admiral Kelso then directed that every recruit be given a copy and required to commit it to memory.

 “Non sibi sed patriae” – “Not for Self but Country” – Unofficial Slogan.

Potential Taglines:

The LAST SHIP

 

  1. When the enemy unleashes a virus, it’s time to bring out the big guns!
    This campaign hook is admittedly more Hollywood, with a nod to the Transformers franchise movies directed by Michael Bay. It promises a certain bluster and bravado– action-saturated episodes with larger-than-life heroes facing down a host of menacing villains for the highest of all stakes- the survival of the human race. The LAST SHIP pilot delivers on every note.

“It’s Not Just a Job, It’s An Adventure ” -Recruiting Slogan (1976-1986)

Potential Taglines:

The LAST SHIP

 

  1. S.O.S (Save Our Species)
    This campaign theme focuses on the unique nature of the threat faced by the heroes on the Last Ship, a global viral pandemic and the anarchy it leaves in its wake. The idea is create a twist on the universally understood Morse Code call for help on the high seas, S.O.S. (Save Our Ship). Traditionally a ship in distress puts out a S.O.S signal to seek help from other ships, the Navy, or the Coast Guard. In this series, however, it is the entire human race that sends the distress signal- the LAST SHIP is the only force to answer the call.

    The campaign can leverage the special language of Morse Code, and Semaphore (Flags), to create encrypted messages.

Potential Taglines:

The LAST SHIP

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