New Marine Corps TV ad targets women
A Marine in full combat gear moves through dark, frigid water, gripping an M-16 rifle, before plunging under barbed wire and through a submerged drainage pipe. It is only when the fighter shouts an order over the sound of explosions does the historical nature of the TV advertisement become clear: the Marine is a woman.
For a Corps that has struggled with the perception that it is the least welcoming of women among the military services, the new ad is part of a campaign to appeal to a new generation of Marines. It is also a bid for more female recruits for “the few, the proud,” particularly athletes capable of meeting the tough physical standards required.
“The water was 27 degrees and coated with a layer of thick ice,” said Marine Capt. Erin Demchko, describing the great difficulty of the gauntlet, all while being surrounded by camera crews. “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.”
Demchko, a deputy commander at Camp Courtney in Okinawa, Japan, is part of the Marine Corps’ expanding effort to recruit women. The smallest military service has the lowest percentage of women, and wants at least 10 percent representation by 2019. While female Marines occasionally have appeared in ads and been featured in online videos, this is the first time a woman is the focus of a national television commercial for the Corps.
The service is battling an image problem, especially after a recent scandal involving nude photos shared online. Many were accompanied by crude, derogatory or even violent comments about women. The Naval Criminal Investigative Service is investigating the matter and several Marines have been disciplined.
But the perception of the Marines as a male domain goes back further. They were the only service to seek an exception when the Pentagon moved to allow women to serve in all combat jobs. That request was denied in late 2015 by then-Defense Secretary Ash Carter.
Since then, 74 women have moved into combat jobs previously open only to men. In total, women make up about 8.3 percent of the 183,000-strong Corps.
The Marines want more. And the ad aims to increase awareness among women about new opportunities, said Maj. Gen. Paul Kennedy, head of Marine Corps Recruiting Command.
The message is for potential recruits to “not think that we are only looking for a few good men, that we’re actually using all of our recurring efforts to find good women as well,” he said.
The Marines don’t expect instant results. Low unemployment rates, competition among employers, and the need to increase the overall size of the Marine Corps make recruiting women a challenge.
“We’re facing headwinds now that we didn’t have even a year ago,” said Kennedy, who huddled with counterparts from the other military services last week. “There’s a train wreck coming for some folks. They’re not getting tail winds that they used to have — the high unemployment, the money that was associated with enlistment bonuses.”
Still, he said he expects female recruits to comprise almost a tenth of the Marines entering the service this year.
The ad is being released Friday. It shows a young school girl interceding when students bully another girl. It then follows her as she plays rugby and trains and serves as a Marine. Titled “Battle Up,” the commercial seeks to show the Marines’ fighting spirit and how it carries from youth through combat missions.
For Demchko, filming the commercial was unlike anything she’d ever done.
Small scenes were shot again and again, with multiple cameras following her every move. At a school for Marine Corps officer candidates in Virginia, the crew chopped through a thick layer of ice to film the scenes in the water. They followed her as she pulled herself over logs and barbed wire in the obstacle course at Quantico, known as the Quigley. And she and others shot live rounds during a convoy scene.
While the maneuvers and combat actions were familiar, “everything felt different with all the staff and cameras,” said Demchko, who grew up in Hackensack, N.J., and graduated from the U.S. Naval Academy. She already has served a tour in Afghanistan.
While the ad “is targeted at young women who are seeking a way to challenge themselves,” she said it could entice anyone who wants to fight for their country.
“I am extremely humbled to be a part of such a big production,” she said. “Professional actors can keep their jobs, though. I’d rather be a Marine.”
Here are the changes to the combat uniform the Army is testing right now
The Army will be testing new uniforms and boots beginning in 2018, better suited for hotter environments. Here's what's different about them.
The Navy will pump out more attack subs to counter Russia and China
The Navy had previously decided to slow production of Virginia-Class submarines, but has now decided to produce more in order to keep up with rivals.
So, parts of our helicopters are falling on children now
A window fell out of a CH-53E as it flew over an elementary school in Okinawa, Japan. One child sustained a minor injury from debris caused by the window.
Everything you need to know about the massive new defense bill
The new defense bill, recently signed by President Trump, is filled with interesting new changes. How will the new defense spending affect you?
Here's why some Corpsmen are considered Marines, and some aren't
How African nations boosted a strong anti-terror force to fight jihadis
African nations have decided to battle against the spread of Islamic extremism in Africa. France, along with several European countries, supports them.
Watch the trailer for Clint Eastwood's new Spencer Stone movie
In Clint Eastwood's new movie, "The 15:17 to Paris", he made the boldly cast the three American heroes as themselves. We Are the Mighty has the trailer.
Why the US is suddenly willing to talk to North Korea
The U.S. said it has a direct line of communication with North Korea; coincidentally a day after Dennis Rodman said he wanted to intervene on their behalf.
7 reasons why active duty hate on reservists
The military is divided into two groups. The hardcore active duty troops and then there are the weekend warriors we've come to know as reservists.