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The Royal Navy's recruitment campaign for the Royal Marine Commandos illustrates the true meaning of its long-running tagline, "It's a state of mind."

The ad by WCRS shows a team of Marines paddling into a foreboding mist amid the ruins of a recent battle, demonstrating that to become a Royal Marine you must overcome a primal fear of the unknown. It was created by Jason Keet and James Hodson and directed by Nicolai Fuglsig through MJZ.