The U.S. Navy just dropped one of the sneakiest recruitment campaigns we’ve seen. In partnership with VML, they’ve hidden actual Special Ops sailors inside ads from brands like Aflac, TruGreen, and United Rentals—all within a single issue of USA Water Polo’s SkipShot magazine.

The catch? These sailors are blended into the ads so subtly that only the most observant readers will notice. Flip a few pages in, and you’ll find a challenge: “If you found them all, you might have what it takes to be one of them.”

Here are some of the ads, can you spot the sailors? 

Truly clever stuff here.

The campaign reflects the spirit of Special Ops—silent, unseen, but always present—and invites curious readers to head over to Navy.com for clues. The only question is: did you catch them, or did they catch you?

If you need help with your next ad campaign, reach out to Something Great.