Y&R launches Marines assault

The Royal Marines is launching its biggest recruitment drive of the decade with TV, cinema and national press work by Young & Rubicam.

The Royal Marines is launching its biggest recruitment drive of the

decade with TV, cinema and national press work by Young & Rubicam.



Three commercials each deal with a different aspect of the training and

growing maturity of recruits as they develop into Royal Marines.



One execution starts with recruits going through their paces in a

gym.



A voiceover warns: ’To become a Royal Marines Commando, your basic

training has to be longer and harder than for any other fighting force

in the world.’



The ad shows how week one of the training starts with confidence

building.



The instructor shouts to a young marine that he has seen him do better

and encourages him to try again as he descends a rope in the gym. By

week 13, the ad says, your confidence is established. To illustrate

this, the same recruit is shown in combat gear, throwing himself

backwards off a cliff, abseiling blind down a sheer drop.



The campaign took ten days and nights to shoot, using helicopters,

boats, assault courses and recruits from 707 Troop, stationed at a

marines’ base in Devon.



Toby Hoare, chief executive of Y&R, said: ’This campaign is an

affirmation that it takes real strength of mind to become a Royal

Marine.’



The spots were directed by Simon Cellan-Jones through And Howe Films,

written by Leighton Ballett and art directed by Lee Goulding. The press

ads use photography by Peter Lavery and will run in titles including the

Sun, the Mirror, Loaded and Performance Bikes. Media is planned by Y&R,

with press buying by Mediapolis and TV and cinema buying through the

Media Centre.



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