MARINES, ARMY CHANGE AD CAMPAIGNS

New Efforts Appeal to the 'Patriotic Side'

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WASHINGTON (AdAge.com) -- The Marine Corps and the U.S. Army are so far the only members of the armed services to change their ad campaigns in wake of the Iraqi war, though neither service is making direct reference to the current conflict.

This week the Marine Corps launched a new TV ad from WPP Group's J. Walter Thompson, Atlanta, featuring scenes of Marines in Afghanistan.

'Great footage'
"Our effort isn't changing, but we have some great footage of Marines in Afghanistan and felt this would reflect a serious effort that appeals to the patriotic side," said Maj. David Griesmer, a public relations officer.

The Marines had been running an ad showing a young man climbing up Monument Valley in Arizona and Utah to symbolize the challenge of becoming a Marine. In that spot, which will continue to run, a man climbing the valley sees various images of Marines as he climbs; once he reaches the pinnacle, he is welcomed by a team of World War II-era Marines.

Both spots use the familiar motto, "Marines, the few, the proud." The Marine Corps spends about $18 million a year on marketing. Maj. Griesmer said the Marines are hoping the new spot will get public service as well as paid airings.

Honor and courage
The Army, which is advertising heavily on CBS during the network's broadcast of the college basketball tournament, is switching its creative to a spot titled "Creed" from Publicis Groupe's Leo Burnett USA, Chicago. The spot, featuring unit crests and suggesting the Army will always win with honor and courage, is similar to an ad the Army used after Afghanistan.

"Creed" will carry the ongoing "Army of One" tagline, but the ad will replace recent ads highlighting basic training and Army careers.

The Army spends about $147 million a year on marketing, though not all of it on media. A spokesman said the Army is considering buying some additional advertising to air the spot.

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