Marines New Super Bowl Ad Brings the Heat
The United States Marine Corps returned to the Super Bowl for the first time in more than 30 years – launching a new brand campaign during NBC’s Super Bowl livestream with the help of long-time agency, J. Walter Thompson.
“A Nation’s Call” features the overwhelming material might of the Navy and Marine Corps team – ships, amphibious vehicles, aviation and ground assets – disappearing to reveal the greatest weapon in the Marine Corps’ arsenal: the indomitable fighting spirit of every Marine.
“Undoubtedly, the equipment, technology and innovation fuelling a modern Marine Corps operation gives Marines a decided advantage and an ability to reach objectives further inland than ever before,” said Sean McNeeley, Executive Director, Account Management, J. Walter Thompson, “but a Marine’s willingness to engage and determination to defeat is essential to Battles Won.”
The online ad, which can also be viewed on Marines.com, reached approximately 20 million viewers and aired twice during the game. In advertising with the lifestream, the Marine Corps was better able to reach its target audience and saw savings of about 85 percent over the broadcast advertising price.
"Without the brand vision and marketing prowess of J. Walter Thompson, our competitively awarded advertising agency for the last 70 years, the Marine Corps would not be positioned and understood the way it is today,” said LtCol John Caldwell, National Director of Marketing and Communication Strategy for the United States Marine Corps. “Marines do heroic feats, while fighting and winning battles for our Nation, and JWT helps curate our legacy with respect, commitment and an eye toward the future."
Post Production / VFX
CG Supervisor: Greg White, Gabriel Portnof
Executive Creative Director: Murray Butler
Executive Producer: Sarah Hiddlestone
Post Production Company: Framestore
Senior Producer: Nick Fraser
VFX Supervisor: Steve Drew
Director: Henry-Alex Rubin
DOP: Dion Beebe
Executive Producer: Drew Santarsiero
Producer: Leah Allina
Production Company: Smuggler
Account Supervisor: Reese Glisson
Chief Creative Officer: Vann Graves
Creative Agency: J. Walter Thompson Atlanta
Director of Account Services: Sean McNeeley
Director of Strategy: Randy Shepard
Executive Creative Director: Doug Darrigo
Producer: Jane Jacobsen
Senior Account Executive: Darcy Hannon
Senior Planner: Liliana Vazquez
Associate Creative Director: Brian Steele, Daniel Prado
Category: Corporate, Social and PSAs , Military
Genre: Action , Visual VFX