Team Infidel
Forum Spin Doctor
Wall Street Journal
January 16, 2008
Pg. B14
By a WALL STREET JOURNAL Staff Reporter
The U.S. Marine Corps is rolling out a new ad campaign this week in an effort to target teachers, coaches, clergy and other groups that tend to have influence on kids' career paths. The ad, which will appear on Fox's hit-show "American Idol," marks a shift for the Marines, which has previously aimed its marketing directly at young adults and depended solely on programs that air on networks such as Walt Disney's ESPN or News Corp.'s FX. "American Idol" has a broader audience that includes adults as well as kids. One of the commercials, made by WPP Group's JWT, features a line of Marines standing in formation in front of landmarks across the U.S. such as the Golden Gate Bridge and Independence Hall. The ad campaign also includes an online and print component. The Marines is targeting adults because "not many youngsters nowadays have grown up with grandfathers or fathers in the service," says Lt. Col. Michael Zeliff, a spokesman for the U.S. Navy.
January 16, 2008
Pg. B14
By a WALL STREET JOURNAL Staff Reporter
The U.S. Marine Corps is rolling out a new ad campaign this week in an effort to target teachers, coaches, clergy and other groups that tend to have influence on kids' career paths. The ad, which will appear on Fox's hit-show "American Idol," marks a shift for the Marines, which has previously aimed its marketing directly at young adults and depended solely on programs that air on networks such as Walt Disney's ESPN or News Corp.'s FX. "American Idol" has a broader audience that includes adults as well as kids. One of the commercials, made by WPP Group's JWT, features a line of Marines standing in formation in front of landmarks across the U.S. such as the Golden Gate Bridge and Independence Hall. The ad campaign also includes an online and print component. The Marines is targeting adults because "not many youngsters nowadays have grown up with grandfathers or fathers in the service," says Lt. Col. Michael Zeliff, a spokesman for the U.S. Navy.