The high-powered, battle-heavy, 30-second ad displays Marines deploying from ships within amphibious vehicles, dropping bombs through aircraft and hurling a shoulder-launched drone into the air.
âItâs not just the ships, the armor or the aircraft. Itâs something more. Itâs the will to fight and determination to win found inside each and every Marine that answers a nationâs call,â the particular announcer says, as the camera comes after a squad of Marines storming off helicopters into a mock firefight while explosions erupt around all of them.
The goal, said Maj. Gen. Paul Kennedy, head of the Marine Corps Recruiting Command, is to achieve young men and women who have confronted and conquered challenges in their life, most likely played physical sports such as fumbling or rugby, and have a bit of that will fighting spirit.
Network television audiences of the game wonât see the Marine spot. But those watching by means of online streaming services â? which usually charge a fraction of the advertising cost â? will see it twice.
âIâm not trying to enlist fathers or mothers, Iâm trying to enlist 18- to 24-year-olds,â said Kennedy. âAnd they tend to be cord cutters. They take in entertainment differently and they tend to do it on a device rather than a television.â
The Marine Corps would not provide the exact price because the specific pricing is amazing. But the online ad represents the savings of nearly 85 % over the broadcast price. Thirty-second slot machines are going for more than $5 million regarding broadcast airtime alone. And the internet ad â? which can be viewed upon http://www.marines.com â? is expected to achieve more than 20 million viewers.
As the military services struggle to satisfy recruitment goals in these times associated with low unemployment, they are competing for a lot of of the same young people â? in good physical shape high school graduates who can score 50 or higher on the militaryâs aptitude check.
The Marine Corps is upon target to meet its recruitment objective of about 38, 000 for the spending budget year ending Sept. 30. But recruiters have historically found that this months of February through May are the toughest for finding new enlistments. By this time, many high school senior citizens have decided what they will do or exactly what college they will attend.
So Kennedy is hoping the ad will certainly reach some who may be open to serving in the Marine Corps. Targeting the streaming broadcast has become a more effective option as viewership online grows, he said, and it is the best way to reach more young people whilst spending less money.
âI donât have unlimited funds,â he stated. âAnd this is probably the most-watched event, as we move into the toughest months of recruiting.â
The visuals in the advertisement, he said, go to the heart associated with what Marines do, deliberately concentrating on the fight rather than some of the intangibles such as the potential for paid college tuition, bonus deals or other incentives. The pictures are designed to attract people who are tough plus resilient â? key words the Marines use repeatedly to describe the push.
The battle scenes were shot on the West Coast with Marines participating in a military exercise known as Dawn Blitz in order to show a lot more realistic scenarios. The ad furthermore shows Marines deployed on the USS Essex, an amphibious assault deliver, which was off the California coast regarding training, to mimic an application near the shores of an