JWT Atlanta launched a new integrated recruitment campaign for the US Marine Corps entitled “Home of the Brave.”
Two new spots attempt to target young people, emphasizing the Marine Corps as inclusive and diverse (despite the practice of gender segregation during recruit training) and presenting the division as defending the ideals of freedom and democracy. In “Wall,” the narrator rails on about how walls “divide, separate, segregate” while the camera settles on a brick wall in the desert. Then a bunch of Marines blow the wall to shit and storm through. So if you love unity and want to blow the hell out of walls, maybe the Marines are right for you. Another spot, “The Land We Love” is shot first person, with a man on a Subway asking, “So why the Marines?” and the remainder of the ad giving an impassioned answer via a montage. In addition, the campaign is supported by digital and social elements.
“The new work is the culmination of extensive research into today’s youth market, which underscored the importance of reflecting a more contemporary view of the country,” explained Sean McNeeley, group account director, J. Walter Thompson Atlanta, in a statement. ““Young people from all walks of life see America differently, but its enduring values anchor them in their call to serve.”