First, let's start at the end.
All of our work led up to The Marines Corps’ first-ever Super Bowl commercial. Below is the long-form version on the spot. As with all Marines work, being 100% accurate is mandatory. There are no actors, just Marines; and those Marines are doing the jobs they normally would do during an actual mission. Everything from how and where bombs are dropped to exactly how far vehicles would be spaced from each other was closely scrutinized.
Pre-Launch - The Battles Within
Before becoming a Marine, each prospect must overcome battles from within. They must cast aside doubt, fear, adversity, hesitation and division to win our nation's battles. We teased the campaign early in January with simple :06 videos that spoke to winning these battles.
Pre-Launch - Moments Before The Mission
We crafted a series of videos from the POV of a Marine, with the VO being their inner monologue psyching themselves up for battle. Each video reflects a different Marine that would be alluded to in our commercial, and these are their thoughts in the moments before the mission begins.
We also mixed in a few pieces of longer form content as well.
We created versions specifically for their platforms taking into consideration best practices. For example, adding supers to Facebook videos since most users view videos with no audio, or a vertical aspect ratio for Instagram Stories (where we added different perspectives of the same scene).
Our Launch Moment
Over the course of a month, through the retargeting of social posts and video content, we told a linear story of what it takes to win our Nation's battles. For our launch, we wanted to pay that off with a social-first launch, so we launched our Super Bowl spot early through Facebook Live.
To help amplify our launch moment during Super Bowl LII we took advantage of key moments during the game and posted original content that aligned our fighting spirit with what was happening in real time.
Because we wanted to maximize our reach at launch, we created a :15 specific launch spot, different than our TV and promoted in on Twitter with their 1st-view offering. We had over a 75% video view rate with over 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.
#AskAMarine - A Nation's Call
Because at it's core, this was recruiting campaign, we wanted to add additional context to what life in the Corps is like, so we held live chats on Facebook Live with the Marines featured in our content.
Doug D’Arrigo - Executive Creative Director
Brian Steele - ACD Copy (TV Only)
Andrea Overstreet - Sr Art Director (Everything but TV)
Taylor Christmas - Copywriter (Everything but TV)
One last note...
The Marine Corps is no ordinary brand. How we advertise and where is always going to be open for debate, so an AP news story was released about our launch and our client made the rounds on the Sunday morning news shows promoting it. I will never forgive him for making me watch Fox News.