MARINE CASE STUDY

When we had to tell the story of how recruits become Marines, we turned to real Marines. Listening to their accounts, we tapped into a unique insight: Many African Americans don’t know how to swim, but a big part of Marine Corps training involves swimming. In the ocean. In full gear.

While bringing this story to life, we learned that we tapped into a broader insight – that many Marines, from all cultures, found this one of the most difficult tests of their training.

All of the actors in our spot and used throughout the campaign were real Marines.  It was an honor to work with them all.