"Marines don't back down from a fight - whether personal, in combat, or when confronted with injustice; Marines fight and win the battles they face throughout their lives". It begins with a young student who stands up for what is right and intervenes to prevent bullying, before transitioning to show the protagonist on a rugby pitch, pushing off a defender and scoring a try for her team. In the final scene, she helps with outreach to the homeless.
The Marine Corps is struggling with the perception that it is the least welcoming of women among the military services.
" '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", she added. The Marine Corps, which has the famous slogan "The few, the proud", has the smallest population of women of the military branches.
Marine Corps Recruiting Command released the latest commercial under the "Battles Won" brand idea May 12. 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 ad is being released Friday. It will be airing on TV later this month, reports Task & Purpose, a news site for veterans. The Naval Criminal Investigative Service is investigating the matter and several Marines have been disciplined.
The Marines want more.
"The Facebook page also included links to a Google Drive with even more images - and an invitation to any members to contribute photos".
"I am extremely humbled to be a part of such a big production", she said to CBS. "The problem is the treatment of one Marine to another, and that is completely unacceptable and goes against our core ethos and values". In total, women make up about 8.3 percent of the 183,000-strong Corps.