With the NFL anthem protests by some of the players, the NFL hasn’t seemed to be a very positive location for the military or law enforcement.
Despite that, the Marines are doing something that they haven’t done in 30 years. They will be airing an ad during online streaming of the Super Bowl. They are hoping to appeal to a young, technology inclined group that views the game online rather than on air, hoping to find recruits that want a challenge.
The high-powered, battle-heavy, 30-second ad shows Marines deploying from ships in amphibious vehicles, dropping bombs from aircraft and hurling a shoulder-launched drone into the air.
“It’s not just the ships, the armor or the aircraft. It’s something more. It’s the will to fight and determination to win found inside each and every Marine that answers a nation’s call,” the announcer says, as the camera follows a squad of Marines storming off helicopters into a mock firefight while explosions erupt around them.
The goal, said Maj. Gen. Paul Kennedy, head of the Marine Corps Recruiting Command, is to reach young men and women who have faced and conquered challenges in their life, probably played physical sports such as wrestling or rugby, and have a bit of that fighting spirit.
The ad is planned to run twice online although it wouldn’t be on the on television.
Kennedy said he was looking to enlist 18-24 year olds to “take in entertainment differently.”
While the Marines are on target to reach their recruitment goals, February through May are the toughest months to get people because many people have already decided what they will be doing after high school or college.
So Kennedy is hoping the ad will reach some who may still be open to serving in the Marine Corps. Targeting the streaming broadcast has now become a more effective option as viewership online grows, he said, and is the best way to reach more young people while spending less money.
“I don’t have unlimited funds,” he said. “And this is probably the most-watched event, as we move into the toughest months of recruiting.”
The scenes in the ad pitch to what the Marines are typically known for, focusing on the challenge, the fight, being there when the call from the nation comes, in line with “the few, the proud, the Marines.” The ad even ends with that slogan on the screen.
The images are about being tough and resilient.
The battle scenes were filmed on the West Coast with Marines participating in a military exercise called Dawn Blitz in order to show more realistic scenarios. The ad also shows Marines deployed on the USS Essex, an amphibious assault ship, which was off the California coast for training, to mimic a deployment near the shores of an adversary.
“This ad talks to the fighting spirit of young people that have come up through high school,” Kennedy said. “We want young, tough, smart warriors that want to continue to seek challenges, and we’re seeking them from men and women from all walks of life.”
Hope they get some good folks.
But a lot of the people they’re interested in might not be watching the NFL as much anymore with the protests.
[Note: This post was written by Nick Arama]