On March 6, I saw a remarkable ad on TV. It was a spot pitching the toughest product so necessary to our society: pride in becoming a member of our Armed Forces. After all, despite the almost universal fear we all shared back on Sept. 12, 2001, today our highest politicians are able to give major speeches that almost ignore the threats facing our country. So who would be "willing to take the shilling," as the old song goes, in an era when military recruiters are even being banned from many college campuses?
Called "Anthem," this spot was structured around a recitation of "The Soldier's Creed" by voices as diverse as the great panorama of our country. It is part of the Warrior Ethos program authorized by then Army Chief of Staff Eric K. Shinseki, in May 2003. All U.S. Army enlisted personnel are taught "The Soldier's Creed" during basic training.
A NEW FACE
The Anthem spot was produced for the McCann Erickson agency by Toni Lipari and edited by Holle Singer at Consulate Film in New York City on an Avid Media Composer with the help of assistant editor, Jeremy Manavel. During an interview with Holle focusing on the aesthetics of the spot's communication, we regularly referred to the three great editing tools of "Context, Contrast and Rhythm." For those interested, their definition can be accessed in my column, "The Art of Editing," Aug. 20, 2008.
Holle prepared herself for this editing challenge with considerable research into previous visual depictions of Army personnel in both recruiting ads and theatrical films to help her formulate the way she wanted to give TV viewers a new impression of the modern U.S. military while they were watching Anthem.
The "Anthem" spot was produced by the McCann Erickson agency by Toni Lipari and edited by Holle Singer at Consulate Film on an Avid Media Composer, with the help of assistant editor Jeremy Manavel. "I looked at other Army spots, and tried to get a history of the way these people have been depicted in the past," Holle said. "Anthem's director, Phil Joanou, is a great story teller and we both wanted this particular recruiting ad to show the face of the Army in a new way, presenting our images in a context people would not expect. Anthem is a TV commercial, but it was shot on 35mm and 16mm film by DP Emmanuel Lubezki, so it was our intent to give it a cinematic feel."
The spot begins with individual shots of soldiers positioned before a military helicopter, standing weapons-ready in tall grass, and riding in the well of a tank, each pronouncing the first three lines of the Creed. It is only when the third line "I serve the people of the United States and live the Army values" is intoned by a soldier with a slight Hispanic accent that the intent of the spot to shatter old stereotypes starts to break through.
Director Joanou asked every soldier appearing in Anthem to recite the entire Creed. This gave Holle and the post-production team maximum flexibility in selecting the vocal and visual elements they needed to create their desired opening contrast that thrusts the spot forward.
As the music swells, Holle cut to a tracking shot of rows of soldiers in army combat uniforms declaring, "I will always place tradition first" and then to a Special Forces veteran saying the line "I will never accept defeat."
The next instant reflects the powerful contribution made to Anthem during post production as that line is repeated by a thunderous chorus. It echoes on the soundtrack while the camera pans from the unit badge on the veteran's cap to an intense close up of his eyes, lined with determination.
Female voices pick up the next stanza of the Creed in the context of shots showing a woman doctor, a woman on an armored personnel carrier, and a woman on horseback as part of mounted cavalry. By the time the recitation gets to "…trained and proficient in my warrior tasks and drills," Holle brings in a montage of slo-mo shots kicked off by a wonderful editorial inspiration juxtaposing whirling helicopter blades with spinning drill team rifles.
Then the line beginning "I stand ready to deploy…" opens with a woman's voice heard over shots of a female soldier rolling out an aerial drone and segues to a male voice that tags the words "…ready to deploy, engage, and destroy, the enemies of the United States of America in close combat." It's an audio blend that gives a feeling of unity to the whole visual experience.
"From the point where the rhythm of the spot's emotional crescendo rises through that slo-mo montage, we wanted to connect each voice with each movement so you get the impression this is all one Army," Holle said. "From there the spot just flies by."
The moment is capped by a striking image of soldiers in scuba gear rising out of a pond. That particular cut was a challenge for Holle to place.
"Sometimes editing is like an intense jigsaw puzzle and this shot was such a great visual that we tried using it in several contexts," she said. "But we all felt it ended up in the most powerful position in the sequence."
ARMY STRONG
The climax of Anthem is sparked by a triplicate repetition of "I am an American soldier" by individual male and female personnel that smash cuts to a tracking shot moving past massive rows of soldiers affirming in unison, "I am Army strong," to re-emphasize the theme of this recruiting campaign.
"My editing in the Anthem spot was designed to show how the Army is made up of real people who feel a deep commitment to this country," Holle said. "They are from many different backgrounds but make up a very cohesive whole comprised of individuals sworn to uphold 'The Soldier's Creed.'"
March 6 had additional significance for me because it was also the day I received the news that my nephew, Jordon Smiley, had signed papers enlisting in the U.S. Army, destined for boot camp and hopefully OCS. Here's a salute to you, Jordon. May you always be Army strong.
Jay Ankeney is a freelance editor and post-production consultant based in Los Angeles. Write him at 220 39th St. (upper), Manhattan Beach, CA 90266 or atJayAnkeney@mac.com.
