The Marine in One of the Most Famous Recruiting Commercials is Now in Congress
In the early 1990s, a young Marine lieutenant named Rich McCormick was chosen for an unforgettable moment in his military career: starring in a Marine recruiting commercial known as “Chess.” Now serving as a Republican member of Congress from Georgia, McCormick looks back at this iconic event with pride.
During his time in the Basic School in Quantico, Virginia, McCormick found himself among many other ambitious Marine lieutenants. The Marine Corps, on the hunt for those with “steel-eyed” determination and “square-jawed” poise, spotted McCormick’s potential. His prior experience as a drill team commander in college gave him the unique edge required for the role, which demanded proficiency in Sword Manual Procedures. With his background and natural fit for the commercial’s demands, McCormick landed the part.
The “Chess” advertisement stands as one of the Marine Corps’ most memorable recruiting campaigns. Famed for its theatrical quality, the ad presents a scene with life-sized chess pieces animated by the essence of military prowess. The music, similar to the powerful “O Fortuna,” heightens its dramatic flair, drawing parallels to scenes from classic heroic tales like the film “Excalibur” centered on King Arthur. The storyline features a lone white knight who heroically vanquishes his foes and captures the enemy king. In a striking transformation, lightning strikes his sword, revealing him as a stoic, disciplined Marine characterized by McCormick’s own presence.
The striking finale was filmed in a location with history, the very warehouse that hosted the climactic showdown of the film “Highlander.” The process of capturing the commercial’s pivotal moment required precise choreography, capitalizing on McCormick’s drill team skills where each movement echoed his military training: standing at attention with heels aligned, a steady gaze, and military posture.
A stuntman played the role of the white knight, even risking injury during filming when he suffered a broken ankle during a scene involving a rearing horse. Reflecting on the production, McCormick mentioned the practicality of not participating directly in the stunt due to his ongoing training commitments at the time. Incidentally, his athletic prowess later found a platform in three episodes of CBS’s “American Gladiators,” a show marked by its rigorous physical challenges.
The essence of “Chess” was more than just an ad; it embodied a narrative journey illustrating the transformation into a Marine warrior. Capt. Andrew Wood, a spokesperson for the Marine Corps Recruiting Command, underscored the importance of such commercials that connected with potential recruits’ imaginations, painting the path to earning the esteemed title of ‘Marine’.
“Chess” tackled preconceived notions head-on, balancing the image of physical toughness with intellectual strength. As Capt. Wood explained, the use of the chessboard highlighted the blend of mental acuity and combat readiness that defines a Marine. The advertisement ingeniously smashed the stereotype, emphasizing that winning required both strength and intellect.
Despite having the smallest advertising budget among military services at that time, the Marine Corps succeeded in creating impactful content capable of standing the test of time. Recognized by various outlets as an “epic” commercial, “Chess” left a lasting impression on audiences. For many, it ignited a spark to join the ranks, showcasing the effective delivery of its message.
Rich McCormick’s career in the military spanned many roles. Initially commissioned as a Marine officer in 1990, he served notably as a CH-53E Super Stallion pilot for over a decade and a half, eventually transitioning into the Navy. There, he specialized in emergency medicine and provided critical service in Afghanistan. In 2022, his path took a political turn when he was elected to represent a Georgia district in Congress, continuing to serve his country from within its legislative body.
McCormick recollects his commercial appearance as a surreal moment, playfully recalling his mother teasing him for his serious demeanor on screen. His role in “Chess” granted him a touch of celebrity status among peers, cultivating a badge of honor shared by all Marines — the pride of representing the Corps.
Reflecting on the enduring impact of his involvement in “Chess,” McCormick asserts that it remains an integral part of his identity, a vignette of his journey that continues to define him.
The journey from a starry-eyed lieutenant gracing television screens to a congressman underscores the diverse paths that service members navigate, with each role coloring the vast tapestry of contributions they make to their nation.
