JWT Atlanta launched a new spot in its “Battles Won” campaign for the U.S. Marine Corps notable for being its first to feature a female Marine in combat.
“Battle Up” spotlights Capt. Erin Demchko, a deputy commander at Camp Courtney in Okinawa, Japan who served a tour in Afghanistan. It tells the story of a young girl who find the courage to take a stand when she sees a classmate victimized by a bully and grows into a leader on the rugby pitch and, eventually, on the battlefield.
The spot made its debut on social media outlets last Friday and will make its broadcast debut later this month. “Battle Up” follows the arrival of Vann Graves as chief creative officer at JWT Atlanta in December and a CGI anthem ad in March.
“We’ve been looking forward to sharing this spot for quite some time,” JWT Atlanta CEO Spence Kramer said in a statement. “This work is emblematic of both agency and client commitment to diversity and equality in everything we do.”
According to a press release, the spot is part of an effort to increase the number of women in the U.S. Marine Corps from around 8.3 to 10 percent.