The Marine Corps recently announced it was temporarily dropping their recruiting slogan, “The Few, The Proud” in favor of a new advertising campaign.
“’The Few, The Proud’ does a great job distinguishing ourselves from the other branches and making us prestigious to recruits, but it doesn’t say anything about what we do or why we exist,” Caldwell said in September.
The tagline made its debut nearly 40 years ago, in 1977. It is considered to be one of the most iconic and successful ad campaigns of the 20th century.
I’m guessing there was kick back. It actually does appear at the end of this new commercial, which is a recruiting tool for female Marines. The Marines are currently seeking to make women make up 10% of the Marine Corps by 2019. And they’re doing it against the backdrop of recent sexual scandals within the Corps.
Their newest commercial, “Battle Up” features a female Marine as she progresses through life to become a Marine.
According to American Military News: Capt. Erin Demchko is a logistics officer from Hackensack, New Jersey, who is serving as deputy camp commander at Camp Courtney in Okinawa, Japan. She has also served on a Female Engagement Team in Afghanistan and earned the Combat Action Ribbon as well as the Drill Instructor Ribbon, according to a Defense Department news story. She relates that in the commercial, the water “was 27 degrees and coated with a layer of thick ice,” said Marine Capt. Erin Demchko, describing her experience as the convoy commander in the commercial. “Giving the film production staff what they wanted, while maintaining my bearing as a Marine officer and trying not to look cold, was a challenge.”
What do you think?