The Navy is taking a new approach to its recruiting commercials: Appealing to people who are already in uniform, have long since left the military and those who never will join.

New Navy commercials have been developed to appeal to traditional recruits, those in the Navy and the American public as the service seeks to improve retention and better position itself in the public eye in an era of shrinking defense budgets.

Since 2009, the Navy had used the tagline 'America's Navy. A global force for good' as part of an effort to appeal to service-minded young people. While successful attracting recruits, the Navy began phasing it out last year after receiving feedback that it wasn't popular with sailors or veterans. The new commercials only retain the phrasing 'America's Navy.'