The Marine Corps marked its 244th anniversary in celebratory manner with the release of an ad campaign featuring its first-ever “birthday” running cadence. Conceived by Atlanta agency Wunderman Thompson and featuring a soundtrack composed and recorded by Howling Music, Nashville, the campaign centered on troops from the USMC’s Parris Island, South Carolina performing the spirited call-and-response during close-order drills.
The cadence evokes the Marines’ history and traditions. The visuals alternate between the marching soldiers and shots of intense training exercises, culminating with the corps’ annual birthday ball.
Howling Music was tasked with recording the cadence live on the base with several groups of active-duty soldiers. The final, 4:10 video is featured on the Marines’ YouTube channel and website.