Royal Marines Advert

"Per Mare, Per Terram", by sea by land. This is the Royal Marines Commando motto, used to show the paradigms of operation, conducted by the world's most elite fighting force. 

The Royal Marines Commando TV commercial, shown below, is an example of the role the Marines have as their job. Many people apply each year to the Royal Marines in their attempt to become one of 'the best' in the military. Unlike other military organisations, the Royal Marines target their advert to be more focused and concentrated towards their goal. Their job revolves around defined combat, whereas in other areas of the military, such as the army; a more rounded approach is taken.

The advert produced, presents a Royal Marine traversing through the 'jungle' after being split up from the rest of his section. Displaying his professionalism, he moves slowly and quietly through the water. Throughout this, flashback are shown of how he came to be in this position. The Marine then hears a noise, that he turns around to, realising he is being held by gunpoint by a rebel. As the Marine lowers his weapon, the rebel believes he is victorious until the rest of the Marines' section appears and the rebel immediately drops his weapon in the shock that he has been outnumbered.

Throughout the advert, is a voice over describing the Marines' "state of mind". The voiceover tells the audience the Royal Marine commandments, showing what it takes to be a Marine. "State of mind" is also the Royal Marine's slogan. By using this slogan, they are declaring that however good your military skills and fitness are, in order to pass, you must have the correct state of mind to succeed. By showcasing action, brotherhood and respect, features that most humans desire, the advert pushes forward the message that anyone can apply, although the secondary message is that you will be put to the ultimate test; in which you must pass by adhering to the positive state of mind. 

The 36 week commando course is the hardest infantry training course in the world. This is why only 'the best' achieve this. This is why the advert is targeted at only those willing to strive for this goal, this challenge, this battle.

References: http://www.royalnavy.mod.uk/The-Fleet/The-Royal-Marines/About-the-Royal-Marines/Ethos-and-Beliefs

CATEGORY: ADVERTISING