Sunday night inspiration: The new Marines commercial
You may recall the uproar last year when San Francisco denied the Marines permission to film footage for a commercial. John Noonan alerts me that the Marines must have eventually prevailed* (update below), because the ad–which is majestic–has been released and it includes shots of the Marines’ Silent Drill Platoon with the Golden Gate Bridge in the background (update – thanks to John Piedmont for posting the vid). Take a look:
The Marine Corps Times reports that the ad debuted this week in a marquee spot during American Idol on Fox:
A new and elaborately produced television commercial dubbed “America’s Marines” was unveiled Wednesday night in a marquee time slot during FOX TV’s “American Idol.”
The 60-second ad portrays real-life Marines in dress blues in scenes from coast to coast, starting at a lighthouse in Rhode Island; running through several small towns and the snow-capped Rocky Mountains; and ending with Marines under San Francisco’s Golden Gate Bridge. The Silent Drill Platoon is featured.
The ad underscores a shift in the way the Marine Corps markets itself. For years, the emphasis was placed on “personal transformation” in the process of becoming a Marine, highlighted in the longtime slogan: “The few, the proud, the Marines.”
“Our strategy has evolved beyond transformation,” said Lt. Col. Mike Zeliff, assistant chief of staff for marketing and advertising. “With this generation of young people, you have to go beyond what it is for them. … They really are concerned about the greater good.
“They may not know whether they want to join the Peace Corps or the Marine Corps,” Zeliff said.
The evocative images of the American landscape are designed to emphasize “the intangible benefits of service to country,” he added.
***
*Update: Gerard at The American Digest reminds us how the San Francisco footage had to be edited (hat tip – see-dubya):
Film Commission Executive Director Stefanie Coyote would only allow the Marine’s production crew to film on California Street if there were no Marines in the picture. They wound up filming the empty street and will have to superimpose the Marines later.
Commenter fred5676 adds: “I believe that the city refused to let them use a city street.
The scene with the GG bridge in the background was taken from, I believe, the Golden Gate NATIONAL Recreation Area, which is (fortunately) owned by the Marines’ CinC. Looks much better than a mere SF street scene (i. e., Folsom Street Fair) anyway.”
San Francisco values at work…
See what others have said
Note from Michelle: This section is for comments from michellemalkin.com's community of registered readers. Please don't assume that I agree with or endorse any particular comment just because I let it stand. A reminder: Anyone who fails to comply with my terms of use may lose his or her posting privilege.
Trackbacks
- The Few, The Proud, The Throat-Lumping « Innocent Bystanders
- Wizbang
- Blue Crab Boulevard » America’s Marines
- American Power
- A really beautiful commercial « Bookworm Room
- Gunpowder Chronicle
- Gunpowder Chronicle
- The few « nuke gingrich
- Babalu Blog
- nike commercial archives
- The Few. The Proud.
Comments
You must be logged in to post a comment.
Categories: They don't support the troops, War
Legal Insurrection
» Pelosi's Abortion Land Mine Explodes
Sister Toldjah
» The anniversary of the fall of the Berlin Wall – and how the far left still hasn’t given upNewsBusters.org
» Politico: Conservatives Ousted Scozzafava Because She's A WomanWeekly Standard
» Ben Nelson Demands Stupak Language in Senate BillWeekly Standard
» Lieberman to Obama in May: Homegrown Islamist Terrorist Determined to Strike in U.S.
I believe that the city refused to let them use a city street.
The scene with the GG bridge in the background was taken from, I believe,
the Golden Gate NATIONAL Recreation Area, which is (fortunately) owned by the Marines’ CinC.
Looks much better than a mere SF street scene (i. e., Folsom Street Fair) anyway.
Michelle, American Digest suggests that they were never allowed to film Marines in SF and had to digitally superimpose them onto shots of the city.
I can’t see the film from where I am now…does it look like that’s what happened?
Michelle,
I saw this during the Pats/chargers game this afternoon. It was a wonderful, moving commercial. I’ve never been to SF, but after the way the military has been treated there, I have no desire whatsoever to go.
May God the Almighty Bless the United States Marines and all who serve our Great Country.
Thanks Michelle.
See-Dubya – Yes, right. I’d forgotten that detail. Adding that now.
I don’t care how they filmed it. It brought tears of pride to my eyes. It was powerfully moving. God Bless our men and women in uniform.
Magnificent. To the Silent Drill Platoon, I can only say, ” .”
Semper Fi.
Thanks to seedubya for the heads-up. If San Francisco’s “powers that be” didn’t have animosity for the ROTC or try to keep the Blue Angels away, you could say we’re reading way too much into this. Honestly, if it weren’t for MM, along with other Conservatives, many of us would not even be aware of most of these issues. Thanks, MM!
It takes some real Aholes not to allow our Marines access to any land in the United States. San Fransicko’ans you disgust me, go play in you’re sick little world and spin.
I saw this ad earlier and it’s beautiful, personally I could have lived without any footage of “that place” why give them free footage for tourism benefits?
Weekly recap…
Q: What’s the difference between ACLU lawyers and the US Marines?
A: ACLU lawyers draws lines down the sides of other people’s cars, US Marines draw lines in the sand.
I saw the commercial today during the game. It is amazing and awe-inspiring. This old soldier loved it.
God bless our Marines, our soldiers, our airmen, our sailors, and our Coasties.
I don’t care if all the scenes were photoshopped. This is still a work of art.
I agree with your sentiments aj but, that’s what makes it so powerful. The Marines would stand between the enemy and even Americans that despise them without hesitation.
Thanks to all who serve their country, thank you for our freedoms you protect and keep for us. That was so moving tears of pride, tears of joy to the protectors, thanks to all the men and women that do and have served in the uniform of our great country…
THE UNITED STATES OF AMERICA, the greatest country in the history of the world.
And MM, thank you for keeping us aware of all that goes on.
This is by far the best I’ve ever seen. Awesome commercial.
God Bless Our Brave Soldiers and let’s bring them all home safely
I am a HUGE fan of this commercial… and of this approach. SO much better than the Ad Agency that came up with that stupid “Army of One” campaign for the Army.
And what amazing photography… the photos would have been beautiful without the Marines, but they made the Marines improve upon the scene. One of the few groups of humans in the History of the World who’s presence could improve on the view, and a fantastic job of making them look so good.
I still have tears running down my face and I’ve read all of the posts!
These young people are awesome.
Thank you-
Marines
Army
Air Force
Navy
Coast Guard
You give true meaning to the Higher Purpose.
With All of my love and God Bless YOU.
Beautiful.
San Fran, maybe you should become a state of Mexico – once everything the US contributed to your ungrateful city is returned, of course.
Beautiful!
I learned a lot about Marine culture from this book: Keeping Faith
I saw it, loved it and called to see if my Marine nephew was given his assignment yet!
So wonderful and inspiring. I live in the Sf area,I am perhaps one of the few that view this piece as a thing of beauty and awe. God bless them and all of the Armed Forces, they would even defend the creeps here that really do not deserve it, but honor transcends that. Again,thank you all military.
Awesome commercial!
If you haven’t seen this one yet …enjoy.
http://www.youtube.com/watch?v=Y90UPLLo6nY%20
Ugh…copy and paste that link and it will work.
Here is the scoop, according to the Marines’ web site.
And from the interactive map where you can see the locations they used around our great country.
Apparently no SF streets were used (I didn’t recognize any in the video) – their loss.
The scene from Leadville is especially powerful – “purple mountains’ majesty, fruited plains, amber waves of grain.”
Can’t Have a Peace Corps Without A Marine Corps Making Sure There Is.
When this commercial come on during the game, my dad commented that one of the Marines featured is an alum of McCallum High School here in Austin. That story had apparently made the local news. God Bless all our Marines, Soldiers, Sailors and Coast Guardsmen!
Wow! My father is a former Marine. He advised me at 18 that being a Marine would not enhance my career choice. I am a firefighter. I still wish that I had NOT taken his advice. I love him and he is proud of his service. To this day I feel I missed out on not serving. Semper Fi from a Marine’s son who is always impressed by the dedication of our Service-Men and Woman.
The lump in my throat is so big I can hardly swallow.
I am so very proud of all our troops. Courageous men and women. Thank you.
Thank you.
The message, though simple, is very clear…these are OUR Marines…from sea to shining sea…they protect America, and Americans, no matter where they are from! Semper Fi.
I understand the going rate for a 30 second spot on American Idol is $900,000…I wonder what WE had to pay?
In honor of this new ad I felt compelled to write a couple of new verses to the Marines’ Hymn …
From the Halls of Philadelphia,
To the San Francisco Bay,
We will fight our country’s battles,
Anytime and any day.
On the farms of Minnesota,
In the hills of Tennessee,
We will always stand for Freedom,
Truth and Liberty.
From the coastline of New England,
To the beaches of the west,
We will always be there for you,
Giving you our best.
From the mountains to the valleys,
Through the fields of browns and greens,
We will proudly do our duty,
United States Marines.
DesertLover
SSgt USMC
1964-1973
I saw that commercial this evening while watching the Packers/Giants game. I thought it was a nice commercial. Got a kick out of the scene at the Golden Gate. I told the wife I bet the bay area nutjobs had a cow when that was filmed. It figures that they wouldn’t allow real Marines on the street.
IMHO… DesertLover… As one Marine to another, you got a lot of gaul presuming to rewrite the already perfect Marines Hymn…
Still blubbering uncontrollably. What a country. What a military, all.
And Thank You to all who serve in all theaters, all lands. And Thank You to all they leave behind for letting them go.
God’s Speed. Come home safe.
WOW! Great video!
Does my Marine Corps some justice, unlike the city of San Fran!
Semper Fidelis!
BZ -Wonderfully done. Marine Corps knows how to get their message across.
I wonder how long the oh-so-tolerant perverts and reprobates will last under Sharia law if the Marines weren’t there to protect them from it in the first place.
Just as the entertainment losers feel that they’re all so brave to speak out against Dubya, they bash the military knowing full well that they’ll still be protected by them. Real frigging brave there, aren’t they?
Semper Fi America!
USMC 1971 to 74, and forever.
The Marine Corps core values are “Honor, Courage, and Commitment”. Rest assured that these values are reviled in San Fransisco.
My personal belief is that those in political positions who see this dedication to integrity and moral courage are fearful of being exposed as possessing none of them. Marines are taught to be accountable to these values, 24/7.
Semper Fidelis, God, Country, Corps. This is why there aren’t any ex-Marines, just former Marines.
JW, L/Cpl ‘66-’68
Heck of a lot better commerical than watching Joe Kennedy tout the virtues of Chavez oil. I really enjoyed it Sunday.
Awesome thing to see just before I go to the gym to attack the last three (out of forty) pounds that stand between me and getting back into the navy.
There. Fixed it for you.
MY BOYS!!!
Not a dry eye in my head.
radio relay
I think you misunderstood my “new lyrics” … they were not replacing anything … they were meant as additional lyrics reflecting the scenes shown in the ad …
Everyone here knows my stance on My Corps and my unequivocal support for all our armed service members regardless of the branch …
Semper Fi
brought tears of pride to my eyes.
What an awesome video! Semper Fi.
that was a work of art. I’m 48, think they’ll let me enlist anyway?
Wow! Thanks for sharing this inspirational commercial. I have always respected the United States Marine Corps they are tenacious fighters that don’t ever quit. Plus you can’t beat their dress blues and awesome uniform this old retired USAF aviator can only envy.
It appears the shots of the Marines by the Golden Gate were on the Marin County side. First shot was up by Spencer Battery with the final down on the narrow stretch of beach when the tides out. I spent a lot of time up there with Former Soviet Union Arms Control Inspectors when working the INF and START treaty in the mid to late 1990s. This area had artillery emplacements since the Civil War and was in the process of modernization during WWII when work was stopped on major costal gun emplacements when we finally figured out Imperial Japan was not going to attack the west coast. It also used to have a NIKE site during the cold war days (one of several in the bay area). I remember when this was an active duty military site back when my dad was a USAF recruiter (1964 – 1967) stationed in San Francisco. I believe they turned it into a National Park area when the BRAC cuts of the late 1980s – early 1990s started cutting facilities and personnel which left most of the left coast unprotected.
A great spot. The Marines are an amazing organization.
BTW, the Golden Gate shots were taken from the Marin side, not in San Francisco.
God Bless the Marines!
God bless all the men and women of our armed services! This ad was awesome – gave me chills of pride.
DesertLover…. just yankin’ you chain… nothing person… you write real purty stuff, Marine..
)
SF
Awesome! Just…wow. Awesome
radio relay
No problem … just looked back after your post and realized what I had written at the top could have been interpreted as “replacing” rather than “adding” lyrics … Had to clarify that …
Just awesome!
This reminds me again of why the Marines are the Gold Standard. I love and respect the men and women in all branches of our countries armed services-but even as a retiree and part of a large Army family I have always been in awe of the Marines.
Semper Fi and may God bless and bring you home safely, guys!
I saw this during the football game yesterday. I was stunned by the strength and simplicity of the message. These pictures are worth many thousands of words.
The Marines alway’s have the best commercial’s. Awesome spot, I had to go get my blues out and hug them, since I can’t fir in them anymore.
Marine Fact: The Marine Corps is the only military service that has Red, White and Blue in their uniform. The proud and unfading color’s of our flag.
Uhhhraa! Semper Fi
That’s fit in them
I saw the ad yesterday during the Packers-Giants game. It was just breathtaking.
Sunday the History Channel program, MegaDisasters aired the episode on the 1906 San Francisco earthquake. The city really didn’t learn anything from that quake, oh they passed some building codes, but these were entirely abandoned when they got in the way of the rebuilding effort, and the current residents seem completely apathetic about earthquake preparedness.
I bet they won’t complain about the military helping them out, after the next big quake hits them.
Chill bumps, very cool commercial. I pray God makes them always invulnerable and accurate.
Wonderful, powerfully moving ad. I didn’t see the game, so my first time seeing the ad was here–thanks for making it prominent and available, MM.
We can never say enough to thank the men and women that have defended us, our land, and our liberty through the years.
Defending us and each other.
I am choked up and, at the same time, wondering what the he_l is this country’s (and Murtha’s) problem. Seems we are at war with each other. Our enemy must love it. I am proud to say I am on the right side of the isle concerning the GWOT and supporting our troops and their goals.
:salutes son in Afghanistan
Semper Fi Marines!
Damn fine. Though I’ve been Army for nearly 22 years now, I’ve had the honor and pleasure to serve with a number of Marines. This message serves them – as well as they serve our nation – wonderfully, quietly and with pride.
I have great love and admiration for all who serve in our country’s armed forces. Since childhood I always thought of the Marines as having something different than the other services. Perhaps it has been the warrior code of a small service historically poised to be the first responders. Or the esprit of the Corps.
As a professional marketer, I have often cited the U.S. Marine Corps has having the world’s ultimate brand image. Not a brand that some marketer foisted upon them, but a brand that truely radiates from within the DNA of the Corps and all Marines. Like a recent ad said: “Applications not accepted…only commitments”. Something striking about making a lifetime commitment where your life is at stake.
I was truly awed by the beauty of our country and the strength of those who protect it!
Semper Fi!
Daaaaaaamn but those boys sure look pretty in them fancy get-ups!!
God Bless the United States Marine Corp. Without them, who else would ever dance with a Sailor?
I keed! I keed!
Mizzzzzz Coyote is married to Peter Coyote, infamous anti=war, anti-US military, and anti-American. Her excuse to refuse the Marines use of the street, was that they would “cause traffic”.
The following weekend, an anti-war group occupied the same street, totally cutting of traffic flow….no arrests were made for obstruction.
I flew over SF once, but the stewardess wouldn’t let me spit out the window.
As a fromer Marine, this made my heart swell with pride. If they would take this hmmmmm 50 something person back…I would be first in line.
We first saw this commercial while watching the American Idol that we had recorded. The show was on while we were in Parris Island during our son’s graduation from boot camp. It was outstanding watching it with our new Marine!
Filmed at the Marin Headlands, which is appropriate since there used to be a fort there with cannon to defend the Bay. I guess Marin County came through. I loved this commercial!!
I wrote to Ms. Coyote and told her that she should be ashamed and that if she had any relatives who had served in the military, they would be ashamed of her as well. Now I know I am making an assumption, but it sure felt good to vent.
Here is the response to my e-mail to Ms. Coyote and the San Francisco Film Commission.
Hello,
Thank you for contacting Mayor Gavin Newsom regarding the United States
Marine Corps’ recent filming of a television commercial in San Francisco.
There has been a great deal of misinformation about the filming and we
would like to set the record straight:
The United States Marine Corps’ film production company, Tight Productions,
did recently film part of a commercial in San Francisco. Reports claiming
that a film permit was denied are incorrect.
Initially, Tight Productions requested a permit for a specific location at
a time that could not be accommodated. (The request would have required
closing a busy downtown intersection for the majority of a workday
including commute hours.) Tight Productions was immediately offered a
variety of other San Francisco locations that could accommodate their
filming at the time requested OR the specific downtown location at another
time. They chose to film at their original location at another time and a
film permit was promptly issued.
Tight Productions never had a problem with this process. The company has in
fact written a letter to the President of the San Francisco Film Commission
assuring him that their production needs were fully met by our office. I
have attached a copy of that letter to this email for your review.
The San Francisco Film Commission issues film permits without regard to
content. It is our mission to both promote and facilitate filming of all
kinds here in our great city. When issuing permits, our primary concerns
are safety and managing disruption to the residents and workers of San
Francisco. Please be assured that Mayor Newsom and the San Francisco Film
Commission welcome the United States Marine Corps to San Francisco at
anytime.
We appreciate your concern with regard to this matter and hope this
information is helpful.
Best regards,
San Francisco Film Commission
415-554-6241 Phone
415-554-6503 Fax
http://www.filmSF.org
Just watched this again…what a great inspiration. My heart swells with pride for my country and for some of America’s finest citizens. Thank you, United States Marines, for all you do to keep us safe and free. Thanks to all who serve in the uniform of our country’s armed forces. May your sacrifices never be forgotten by those you protect.