Earlier this month the Marine Corps released its latest recruiting video, titled “Wall.”
In a sleek 30 seconds, the commercial manages to build suspense, reference our nation’s history of breaking down barriers, and engage viewers with a well-choreographed show of the Marine Corps’ special brand of force.
The short piece begins with serenity in what appears to be a far-off place. A goat bleats. Its bell tinkles under a blue-skied morning. A cloud of dust swirls past the camera’s object of interest - an ancient-looking mud brick wall.
As the camera moves toward the wall, the narrator speaks into the silence. Walls, he notes, “divide, separate, segregate.”
The moment of stillness that follows is punctuated by an explosion that blows fragments of the compound’s wall toward the viewer. Marines pour through the breach before the dust settles, close air support present.
“We’ve seen walls before,” says the narrator. “They always fall.”
The video, which is one of two new commercials rolled out by U.S. Marine Corps Recruiting Command this March, is a fascinating nod to Millennial values. The promise of personal transformation through badassery is coupled with an acknowledgement of the desire of the Corps’ target audience to serve a purpose greater than individual gain.
Check out the video below, and let us know what you think: