These four words have been the staple of Marine Corps’ marketing campaigns since 1977, but today, that slogan is being sidelined for what the Corps says is a more industry-standard approach.
Marine Corps Times reports new commercials set to hit the airways next month will be more focused on show me — don’t tell me.
Lt. Col. John Caldwell, a spokesman for Marine Corps Recruiting Command said commercials will end with the word “Marines” and the Corps’ eagle, globe and anchor emblem.
He also told Marine Corps Times the 40-year-old slogan will remain in the Corps’ vocabulary and that it will not be retired indefinitely.
Caldwell says that the replacing “The Few, The Proud” was never the focus of the new advertising campaign and that other promotions like, “We’re Looking for a Few Good Men,” doesn’t really describe what Marines do from day-to-day.
The new commercials will focus on three themes: Making Marines, winning battles and returning quality citizens, he said.
“Those chapters you will see fleshed out in these advertisements with everything framed through the context of a fight — a fight that we intend to win, because that is what Marines do,” Caldwell said.
Caldwell said the Corps turned to industry to more laser focus its narrative.
He told Marine Corps Times, “Nike, a lot of their advertisements now end with the swoosh — or the swoosh and the word ‘Nike’ — but the tagline ‘Just Do It’ or something like that isn’t there. A lot of advertisers … punctuate their advertising products with their brand. That’s effectively what these new TV ads you’re going to see do. They end with our brand,” he said.
He also said discussions were never focused on the slogan’s fate; rather it was concentrated on punctuating the Corps’ narrative.
Although the 40-year-old slogan will not be part of the upcoming commercials, it still belongs to the Marine Corps and it could be used with other recruiting materials, he said in the Marine Corps Times article.
“’The Few, The Proud’ still belongs to the Marines, along with all previous taglines used, Caldwell said. “It will be used when and where needed and most appropriate.”
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