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
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
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
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