This is My Rifle

In today's climate, selling a career in the military to young men and women has to be a tough job. But the USMC has put together a very elaborate (and effective?) campaign featuring the "Silent Drill Platoon."

This is the same commercial production that caused a stir in San Francisco last November when city officials refused the Marines access to the Golden Gate Bridge. It started airing late last month. I couldn't find any agency related to it, but MTLB thinks JWT had a hand in this.

Unlike the usual military recruitment ads, this one has no scenes of combat training, no one in battle dress uniform yelling orders to warriors with painted faces, no screeching planes or helicopters. Starting in Rhode Island, we see scenes of America in a veritable sea to shining sea depiction of amber waves of grain, alabaster cities gleaming and purple mountain majesty, with this silent drill team showcasing their precision skills, culminating in a nice shot of the very bridge they were denied access to.

Here's the "official extended version."



They've also put together a bunch of "on location" videos of the various shoots.

Times Square, Kentucky, Grand Canyon, Rocky Mountains, San Francisco, Rhode Island

And of course, there's a companion website.

Will this increase recruitment? I don't know. But it sure is pretty. And I think even the most dyed-in-the-wool San Francisco pacifist can appreciate good film-making, even if you deem that film propaganda. You might even feel a slight hint of patriotism stirring in your cynical heart.

Previously in Military Recruitment:

(Holland) Wars and Rumors of Wars
(Georgia) Georgia on My Mind
(England) Breadfruit, Rum and Scurvy
(Czech Republic and United States) Czechs Kick Our Cinematic Butts
(Russia) Someone Still Loves You, Boris Yeltsin
(Australia) Throw Another Shrimp on the Barbed Wire
(Japan) Adventure's Waitin' Just Ahead

Wars and Rumors of Wars

Most military recruitment ads follow some variation of the formula Slow Motion + Rain + Dramatic Music + Closeup Hero Shots + Gritted teeth = Boys Will Sign Up. The Dutch Royal Marines add another element: selectivity. The US Marines strongly hint at it in their ads, but it's well depicted here in this ad from the Netherlands.



Previously in Military Recruitment:

(Georgia) Georgia on My Mind
(England) Breadfruit, Rum and Scurvy
(Czech Republic and United States) Czechs Kick Our Cinematic Butts
(Russia) Someone Still Loves You, Boris Yeltsin
(Australia) Throw Another Shrimp on the Barbed Wire
(Japan) Adventure's Waitin' Just Ahead

Georgia On My Mind

Not that Georgia, the Republic of Georgia, north of Turkey, mainly because in his remarks to Congress earlier this week, General Petraeus mentioned how this "coaltion partner" was helping secure areas of Iraq. So let's look at their recruiting efforts.



Hmmm, lots of soldiering going on here, with recurring marching and firing of weapons themes. There's very little of the lighter side of military service seen in the recruitment spots of other countries. You know, meeting friends, seeing the world, playing rugby, hanging out on the beach, indulging in casual sex with strangers in exotic ports of call. An ominous music score sells danger and threats from Russia. These Georgians are serious.

Previously in Military Recruitment:

(England) Breadfruit, Rum and Scurvy
(Czech Republic and United States) Czechs Kick Our Cinematic Butts
(Russia) Someone Still Loves You, Boris Yeltsin
(Australia) Throw Another Shrimp on the Barbed Wire
(Japan) Adventure's Waitin' Just Ahead

Throw Another Shrimp on the Barbed Wire

Utilizing an unidentified sing-along anthemic rocker, the Australian Army would like you to Be All That You Can Be, or become an Army of One, or be Army Strong. Or just Rise. It's not bad, considering what they're selling, but still, no one can touch the Czechs for killer recruiting videos. This is more "have fun, play soccer, rugby Australian Rules football, help some people, meet new friends," whereas the Czech spot is like, "We're coming up out of the swamp to kill you, but not before we majestically scare the crap out of you first."

Army Art

The Army's new spot bears a bit of a resemblance to the Czech Army ad, in particular in the choice of music. Personally, (and I hate to admit this, being an Army brat) I think the Czech ad trumps ours hands down. It speaks without the flowery prose. And if you're going with that sort of epic and grandiose copy, get a better VO - maybe Sam Elliot or Schwartzkopf. This guy is anemic.

Compare, contrast, discuss.

US ARMY AD



CZECH ARMY AD