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Potential recruits to the Royal Marines are being rallied in a new

national cinema and press campaign from Rainey Kelly Campbell

Roalfe/Y&R.

The new campaign builds on the brand idea of "strength of mind" and

throws down the gauntlet to those considering the idea of joining the

Royal Marines by showing the difficulty of getting through training.

Intending to mobilise those who really have what it takes to make it in

the force, the cinema spot follows a recruit negotiating a water tunnel

as part of a training course.

At various points he comes close to breaking point, with the pain of the

intensive activity etched on to his face. The new endline, "99.99% need

not apply", makes it clear that only a minority will be up to meeting

such a challenge.

The press work, shot by the photojournalist Tom Stoddard, features

gritty and challenging images asking the viewer to assess whether they

would have the strength of mind to make it as a Marine in the position

shown.

Tony Harris, a managing partner at RKCR/Y&R, said: "We set out to create

some really challenging work that did justice to the toughness and

resolve of the Royal Marines, and fitted with its premium positioning as

Britain's elite fighting force. I think we've achieved that."

Brian Cooper and Jason Stewart wrote and art directed the campaign.

It was shot by Ivan Zacharias of Stink. Media planning is though The

Media Edge, with buying through Universal McCann, MediaCom, OMD and COI

Communications.