Meet any serving Royal Marine Commando and you’ll find they have that distinct commando spirit – steely determination, patience, enterprise, discipline in all conditions, understated confidence and, interestingly, a dry sense of humour to help get them through some fiercely intense combat situations. Using the proposition ‘it is a state of mind’, which was rolled out across both above-the-line and digital media, the idea behind the campaign was that you can make it in the Marines if you have the right state of mind. Our audience was 16 to 24 year-old men who were physically very fit and played the kind of sports that require mental as well as physical strength.
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