The launch of the Marine Corps' long-awaited, updated advertising blitz will coincide with the start of the country's marquee college sporting event.
Forget about March Madness, think Marine Madness.
Two new commercials designed to entice potential future Marines will debut during the NCAA Men's Basketball Tournament beginning Tuesday. One, entitled "Wall," glamorizes the Corps' warfighting ability. In the aptly-named ad spot, a barrier in what appears to be a Middle East-like location is blown down by a group of Marines.
More troops, tanks, MV-22B Ospreys and a helicopter pour into vision as the Marines clear the area.
"Walls are barriers. They divide. Separate. Segregate," the narrator intones. "We've seen walls before. They've always fallen."
The second draws firmly on old-fashioned patriotism. The protagonist, sitting on a subway train, is asked, "Why the Marines?"
"Because this is the land that I love," he replies after a montage of vintage Americana: a high school football team's locker room at halftime, a voting booth, boot camp.
Officials with Marine Corps Recruiting Command describe the ad push as building off of the "Toward the Sounds of Chaos" campaign, which featured Marines launching an amphibious operation, complete with air support. The emphasis was not necessarily on combat, but responsiveness, as Marines have been called to all manner of crises in recent years.
This latest campaign seeks to showcase the Marine as a dedicated patriot, a proud defender of all that is the United States. Recruiting officials describe it as game-changer, indicative of the Corps' strong attempt to engage Millennials. More diverse than others, culturally and ideologically, the up-and-coming generation is well-known for its spirit of volunteerism.
"This advertisement is evolutionary for Marine Corps advertising because it depicts a more modern, Millennial-driven interpretation of America," said Master Sgt. Bryce Piper. "These ads account for knowing that today's youth are different and more diverse from past generations and, they are also deeply drawn to public service and the notion of helping people, wherever they may live."
Officials emphasized that the new ads, particularly the one known as "The Land We Love," showcase the transformation from civilian to Marine and a Leatherneck's commitment to U.S. ideals and willingness to defend them. The theme is one of protecting and serving, according to authorities.
Producing the commercials comes at a cost of about $4 million. But the Corps is spending roughly $10.5 million to run them on television. Another $1.1 million is spent on digital ad buys, Piper said.
J. Walter Thompson, the Corps' longstanding marketing firm, is behind the project. Development began more than a year ago and work on the ad campaign only wrapped up in January.
J. Walter Thompson recently won another multi-year contract with the Corps. It also is leading the public relations effort for journalist Austin Tice, a veteran Marine kidnapped while covering the civil war in Syria.
Recruiting officials said the "Toward the Sounds of Chaos" commercials will not go away. Instead, the new ads will complement the older campaign, said Piper. "Toward the Sounds of Chaos" was released in March 2012.
The ads will run throughout the popular basketball tournament and other sporting events, like NBA games and NASCAR races. It also will pop up on television networks like Comedy Central and MTV.
"[We] know young Americans can serve their country in any number of ways," Piper said. "This modern approach ensures that people from diverse backgrounds understand that the Marine Corps recognizes them as equal partners in a nation where battles come in many forms."
