MARINE CORPS BASE QUANTICO, Va. --
Marine Corps Recruiting Command is set to unveil its new advertising campaign, “Toward the Sounds of Chaos,” during the Big 12 Championship basketball game on ESPN, Mar. 10.
“We hold firm to our rich heritage as elite warriors, but it is equally important that the American people understand the full spectrum of what it means to be a Marine,” said Brig. Gen. Joseph L. Osterman, commanding general, MCRC. “What you’ll see is a focus on Marines being ready to take on those elements in the world that are associated with chaos -- tyranny, injustice and despair.”
The campaign is designed to show the full spectrum of missions that Marines can accomplish, whether in defense of our nation, restoring order and stability through reconstruction efforts, humanitarian interventions, natural disaster relief or peacekeeping missions around the world.
In 2010, MCRC conducted research to determine what themes and values resonate with today’s youth. What was revealed was that many young people are motivated by a desire for public service and to help others. With this revelation, MCRC tailored a campaign designed to show that Marines are much more than just elite warriors; Marines are humanitarians and peacekeepers as well.
“We saw there was a convergence between youth ambitions of service and the roles and missions of the Corps,” said Marshall Lauck, account executive, JWT.
JWT is the advertising agency that MCRC partners with. The agency assisted in the development of the “Toward the Sounds of Chaos” campaign.
“Public service also applies to the military in terms of helping other people in times of chaos,” said Brig. Gen. Osterman.
“Toward the Sounds of Chaos” is a multi-faceted campaign featuring 30 and 60 second television spots, web videos, print ads, online banner and display ads and a social media presence via Marines.com.
The campaign’s premiere on ESPN will feature a television spot. The commercial portrays the way Marines operate in a chaotic environment; Marines running towards blinding black smoke, Marines conducting an amphibious assault and Marines disembarking an MV-22 Osprey as they fearlessly move to complete any mission at hand.
As seen in many past Marine Corps commercials, the spot ends with a challenge to the viewer.
“The commercial ends with a challenge to the viewer, ‘Which way would you run?,’” said Christine Reilly, senior account executive, JWT. “This question is designed to make the viewer ask him or herself what kind of person am I and what kind of people are the Marines.”
“It challenges the best and brightest qualified prospects to challenge themselves and earn the title United States Marine,” said Brig. Gen. Osterman.
No one can tell the Marine Corps story better than the people who live it every day. Marines played a key role in the campaign’s production, appearing as themselves in the “Sounds of Chaos” television commercial and providing video footage for the three part web series developed for the campaign.
The web series is intended to show the flexibility of Marines in accomplishing both combat and humanitarian missions.
“Marines are more than the ‘first to fight,’” said Brig. Gen. Osterman. “They are smart, courageous, compassionate citizens.”
Two of the three videos in the web series offer real life examples of the public service and compassion of Marines responding to two natural disasters; the Haiti earthquake disaster in 2010 and the 2011 earthquake and tsunami in Japan.
In the video documenting Operation Unified Response in Haiti, chaos unfolds before the viewer’s eyes as they witness images of buildings in ruins, fires raging, injured people being carried out of the rubble and mobs of people turning violent in the streets as their situation becomes more desperate.
To help those in need, Marines from the 22nd Marine Expeditionary Unit enter Haiti, providing medical assistance, food and clean water and restore order where chaos once reigned.
Similarly, the video documenting Operation Tomodachi in response to the Japanese earthquake and tsunami shows Marines performing a humanitarian mission by providing aid and beginning the clean-up.
On the other end of the spectrum, the third video in the series shows Marines as elite warriors, liberating the city of Marjah, Afghanistan, from Taliban control during Operation Moshtarak in 2010.
As of March 8, the web series can be viewed on Marines.com and viewers can easily share links via social media platforms such as Facebook.
“Social media is how young people are communicating,” said Brig. Gen. Osterman. “The new Marines.com has really enhanced our presence on social media.”
The commercial, web series and other forms of media involved in the campaign all combine to show the American people that their Marines are not just the world’s finest war fighters; they are also some of the world’s greatest humanitarians.
If you are ready to answer the question “Which way would you run?,” or if you want to learn more about the Marines, visit www.Marines.com or call 1-800-MARINES.