United States Marine Corps - A Nation's Call
The greatest weapon in the Marine Corps' arsenal is the fighting spirit found inside each and every Marine. This massive campaign launched over the course of a month with 120+ pieces of unique creative, telling a continuing story through targeting and retargeting leading up to the Marine Corps first-ever Super Bowl commercial.
Pre-Launch Teasers - Battles Within
Before earning the title of Marine, each prospect must overcome battles from within. They must cast aside doubt, fear, adversity, hesitation and division to win our nation's battles.
Pre-Launch - Before the Battle
This series of Marine POV videos, brought to life their inner monologues, psyching themselves up for the upcoming battle.
We also posted a longer piece of anthemic content along with these.
Our launch moment
Over the course of a month, we told a continuing story of what it takes to win our Nation's battles. We paid off our base’s continued engagement by launching our Super Bowl spot a day early through Facebook Live.
Our Super Bowl Spot
As with all Marines work, there is a great attention to detail on getting it factual. There are no actors, just Marines; and those Marines are doing the jobs they normally would do in an assault. Everything to how and where bombs are dropped to exactly how far vehicles would be apart from each other was closely scrutinized.
As we launched on TV, we also launched a separate :15 (below) across Twitter which boasted a 90% completion rate.
A Marine's Cut
Director's Cuts are fun, and everyone enjoys a good behind the scenes video, but we wanted our own take that effectively spoke to our audience of prospects. We had the Marines from the commercial explaining what it's like to be a Marine and how what is happening in the commercial would actually go down.
Credits:
Doug D'Arrigo - Executive Creative Director
Brian Steele - Associate Creative Director Copy (TV Only)
Andrea Overstreet - Senior Art Director (all non-TV work)
Taylor Christmas - Copywriter (all non-TV work)
