Full Circle

To commemorate Veteran’s Day, the United States Marine Corps (USMC) launched a new public service campaign entitled “Full Circle.” The spot, created by long-time agency partner Wunderman Thompson Atlanta, represents how generations of Marines have fought and won for our Nation and then returned home as quality citizens who visibly and positively impact their communities and those around them. This idea stems from a simple yet powerful Marine Corps motto: Semper Fidelis, which means “Always Faithful.”
The campaign depicts the lifecycle story of a Marine’s journey: from the moment of inspiration to training, to missions, to service in their community after active duty and everything in-between, coming full circle to remind us how their service inspires the next generation. The 60-second commercial launches on social to commemorate Veterans Day. Other campaign assets will launch over the coming months.
“This is an important campaign for the Marine Corps, because it reminds us of something the American people often forget—that the Marines who earn and wear the uniform fight and win our Nation’s battles, and then often return home to become important pillars of their communities,” said Alan Whitley, Group Creative Director at Wunderman Thompson Atlanta. “Without the uniform, we often don’t immediately recognize Marines, but we should understand they’re an important part of the fabric of our communities — working alongside us for the good of everyone.”
“The PSA is the first step in a larger campaign to remind our veterans of the special bond that exists between those who earned the title Marine,” says Lieutenant Colonel Thomas “Rob” Dolan, National Director of Advertising – AC/S Marketing and Communication at Marine Corps Recruiting Command.” It will accompany a call to action to support Marine Corps needs. I believe it will help inspire the trust of the American Public.”
“When Americans hear the words “Semper Fidelis,” we want them to understand that this is not just a way Marines greet each other—this is a reciprocal pledge,” said Sean McNeeley, Executive Director, Account Management, Wunderman Thompson Atlanta. “The individual Marine will always be faithful to the Corps and its values, and the Corps will be always faithful to the individual Marine. Living up to this motto is foundational to what makes a Marine, and it lasts their lifetime.”