The Marine Corps hit back at critics who think that their new recruitment video, which features a female captain, is too ‘politically correct.’
The branch released the commercial in an effort to appeal to women candidates at a time when the Marines are under fire for a sexual harassment scandal.
The advertisement, called ‘Battle Up’ starts out with a young girl stepping in to stop bullying in a hallway at school.
She then transforms into a young woman scoring on the rugby field, into an adult muscling through an officer training course, and finally into an officer in battle firing a rifle.
The advertisement, called ‘Battle Up’ starts out with a young girl stepping in to stop bullying in a hallway at school
The video then shows the woman transform into a rugby player, who pushes through her opponents and scores
The minute-long video ends with the woman, now a veteran, extending a helping hand to a homeless man.
The advertisement was shared on the Marine Corps Facebook page on Friday to mixed reviews.
While many people commended the spirit of the Marines and shared uplifting comments with the Marine Corps motto Semper Fi- which means ‘always faithful’ or ‘always loyal’.
It then morphs to show the woman, now an adult, muscling through an officer training course in the rain and mud
The video then shows an officer going into actual battle battle and firing a rifle in the direction of the enemy
The minute-long video ends with the woman, now a veteran, extending a helping hand to a homeless man
However, others said they were disappointed in the Marines’ new recruitment tactic, with some saying that women should not be in combat positions due to their physical ability, and others criticizing the branch for being ‘feminist’ and ‘politically correct’.
One man, Chris Clark, wrote: ‘Had to be a chick… tired of all this political correct b***s***… now let all of the man haters come out of the woodwork.’
The Marine Corps Facebook page, though, seemed to find this comment particularly infuriating, and responded: ‘That’s not a “chick”, Chris. You’re watching a Marine.’
Some people wrote that they were disappointed in the Marines’ new recruitment tactic, with some saying that women should not be in combat positions, and others criticizing the branch for being ‘feminist’ and ‘politically correct’
Chris Clark, wrote: ‘had to be a chick… tired of all this political correct b***s***… now let all of the man haters come out of the woodwork’
The commercial marks the first time a woman has been featured so prominently, particularly in one that focuses on recruitment, a Marine Corps spokesman told the LA Times.
However, the spokesman said that the commercial has been in production for months, and was not meant to come in response to the Defense Department’s announcement earlier this year regarding sexual harassment.
The Defense Department announced in March that it was investigating reports that hundreds of Marines shared nude photos of female service members on a secret ‘Marines United’ Facebook page.
The probe is looking into 500 men who are believed to be active-duty or discharged members of the Marines.
Those under investigation allegedly posted naked photos of female colleagues, denigrating them with sexually violent language. They are also accused of threatening those who exposed the behavior.
The new commercial took months to complete, and was unrelated to the Defense Department’s announcement earlier this year regarding sexual harassment in the Marine Corps, a spokesperson said (stock image of marines)
‘The commercial is an extension of the new brand idea we launched earlier this year, which was years in the making,’ Gunnery Sergeant Justin Kronenberg said in an email to the San Diego Union Tribune.
‘Battle Up took months to complete and was unrelated to the efforts underway to recommit ourselves to making sure all Marines are treated and valued equally,’ he explained.
The marine featured in the ad is Captain Erin Demchko, a logistics officer who is serving as a deputy camp commander at Camp Courtney in Okinawa, Japan.
The message in the commercial is gender neutral, and says: ‘No one knows where it comes from. Why some have it. And some don’t. It’s the fighting spirit, and it needs to be fed.’
However, Kronenberg also said that as far as appealing to women, it’s not just as simple as putting them into commercials.
He explained that female prospects respond more positively to ads that feature women among men, or only men, above those that exclusively feature females.