United States Marine Corps (USMC) Launches "Shifting Threats" Aimed at Gen Z

Nov. 02, 2022

United States Marine Corps (USMC), in partnership with Wunderman Thompson Atlanta, launched their newest recruitment campaign on Friday, aimed at Gen Z. "Shifting Threats," conveys a single premise: Against ever-evolving threats, our Nation's greatest asset is the adaptable skillset of Marines who fight and win.  

Shifting Threats offers an epic look at a world filled with hidden, barely definable threats - the "un" threats—unpredictable, unimaginable, unseeable, undeclared - from enemies who originate from every direction and in any clime and place. It communicates the need for a Gen Z audience to become a part of this fight, by joining the Marines to adapt and overcome a myriad of threats to allow the American people to build a better future together.  

Alan Whitley, creative director at Wunderman Thompson Atlanta said:

"Gen Z is known for being vocal and active when it comes to political and social justice issues.  This campaign is a rally for this generation to do their part and take charge of the future by protecting our nation." 

 

The work is packed with VFX action. Directed by Murray Butler from Framestone Pictures and shot by Jeff Cronenweth (cinematographer best known for Gone Girl, Girl With the Dragon Tattoo, and The Social Network), the spot focuses on the adaptable problem-solving ability of Marines, who employ many of the Corps' leading warfighting platforms to win each battle. The spot also features a brand-new musical score composed by Andrew Christie, produced by world-renowned music composer Hans Zimmer (known for his scores in Gladiator, Rain Man, Pearl Harbor, and most recently, Dune), and performed by musicians of the 1st Marine Division Band. As in all Marine Corps commercials, "Shifting Threats" features real Marines. This campaign was filmed at MCAS Yuma, AZ supported by VMX-1 as well as Camp Schwab, MCAS Futenma, and Kin Blue Beach, which is a satellite training location of Camp Schwab, all on Okinawa, Japan supported by III MEF.  

"Shifting Threats" is an integrated digital campaign spanning organic and paid social channels, banners, print, website, and audio, with a:60spot for cinema and broadcast at the heart of the campaign.