New Marine ad pitch: Think diversity, not white male

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The Marine Corps has launched a multimedia advertising campaign aimed at encouraging more women and minorities to join as officers, and ending a decades-old stereotype that the Corps is the domain of white men.

The Marines’ “Fighting With Purpose” campaign tracks with the lesson that many pundits have drawn from last week’s election results: The nation’s demographics have dramatically changed.

The campaign, created by the advertising and marketing firms UniWorld Group and JWT, features 1st Lt. Drexel King, an African American based at Camp Pendleton, and Capt. Monica Meese, a Latina raised in Irvine and based at Joint Base Andrews, Md.

King, an infantry officer, and Meese, a KC-130J pilot, served in Afghanistan. Meese also deployed in support of relief efforts after the tsunami ravaged Japan.

“Often when people think of Marines, they think of males,” Meese said. “I hope the campaign helps shape the Marine Corps to represent our diverse nation.”

King, 26, is featured in 30-second commercials that, beginning Thursday, are airing on BET, Nick at Night, MTV, Spike, ESPN, NBA on TNT, and NFL broadcasts. He will also be shown in print ads in Vibe, ESPN Magazine, Diversity Careers, and Sports Illustrated.

Meese, 28, will be featured in print ads in the same publications and in a video on the “Community Impact” page.

The campaign picks up some of the themes of the “Towards the Sounds of Chaos” advertising campaign that made its debut in March and will continue to be the major recruiting pitch. That campaign reinforces the Marines’ image as a fighting force ready to confront America’s enemies “at a moment’s notice.”

Polling and market research had shown that men and women in the 17 to 24 age group are attracted by the Marine Corps’ tradition of being “first to fight,” but also its involvement in humanitarian missions. Also, minorities and women are interested in being leaders and role models in their communities, according to the polling and research.

Read more on this story at latimes.com.

By Tony Perry, Los Angeles Times reporter

 

PHOTO: Drexel King, a native of Raleigh, N.C., is featured in the Marine Corps’ newest diversity advertising campaign, “Fighting with Purpose.” (U.S. Marine Corp.)

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