Grunt Style is a company dedicated to patriotic apparel. The veteran-owned company is dedicated to “pride in self, in military, and in country.” And they’ve put together a new commercial which captures the spirit that their clothing embodies. Like Grunt Style’s t-shirts, there’s nothing ambiguous about the message in their new ad.
The spot begins with a group of officers facing down a line of protestors. Their signs express the sentiment of their protest. The police on the line are clearly the target of the protest, yet they are defending the protestors right to assembly.
Then the story flashes back. We see the officer receiving his badge.
Farther back, the same man is seen at attention in a set of BDUs. Then we get the image of a bright-eyed boy in a football uniform.
The final image, and one that is telling, shows a small boy watching firefighters at Ground Zero after 9/11. That seems to be the formative moment, and all of his service since grew from the one formative moment.
“This commercial was intended to be our commercial in the Big Game (you know the one),” Grunt Style wrote on Facebook. “We weren’t denied or rejected by anyone, it was our own decision to not run it. In the end we just couldn’t take the big money risk.”
“This commercial shows what we stand for. We support our military. We support the police. We support everyone’s right to protest. Protest peacefully.”
“In this commercial you see the story of one man’s journey of service. From watching 9/11 unfold on TV to his time in the military and now serving again as a police officer.”
“He has served his country and has held the line. He is doing so here. First protecting protesters and protecting their right to assemble, and when things turn violent, he and his fellow police officers do not run, they defend the line.”
“Not backing down. Not running. Not afraid. We support all those who stand the line wherever it is.”
“We are Grunt Style and this we’ll defend.”