The Royal Navy has launched a new recruitment campaign for the Royal Marines Commandos, building on its long-running strapline “It’s a state of mind” by showing that to become a Marine, you have to change what you think is possible.
The launch film, “The Mist”, was created by WCRS and shows a team of Marines quietly paddling forward into a foreboding mist, surrounded by the ruins of a recent battle. The ad demonstrates how to become a Royal Marine, you must overcome mankind’s primal fear of the unknown.
The next film in the campaign, “Spider”, will be released next week.
To keep each film as authentic to Royal Marines operations as possible, they were shot with the Royal Marines on deployment, and each features real, combat-ready Royal Marines Commandos.
The new campaign will appear across broadcast television, video on demand and social media platforms including Instagram and Facebook.
Royal Navy head of marketing Paul Colley said: “These films really highlight the essence of `It`s a State of Mind` but critically that if you become a Royal Marine you can change what you think is possible.”
WCRS creative director Orlando Warner added: “We wanted to create a campaign that was true to who the Royal Marines are and reflected the strength of mind required to wear the coveted green beret. The hugely talented Nicolai Fuglsig helped us bring to life these quiet, thoughtful scripts, each focusing on the mental discipline required to be a Royal Marine.”
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