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Leveraging International Women’s Day (March 8th) and an upcoming, globally-known superhero film featuring a female pilot as the titular heroine which releases on the same day, the U.S. Air Force in partnership with GSD&M, their 18-year AOR partner, is unveiling its newest spot.

Launched on March 1, Origin Story showcases the inspiring and powerful female pilots that make up the U.S. Air Force.

This superhero film showcases the origins of a heroine who was the first female fighter pilot in the Air Force, progressing from a United States Air Force cadet, to outstanding fighter pilot, to cosmically powered warfighter. The real-life first female fighter pilot in the Air Force was Brig Gen Jeannie Leavitt, whose current role is Commander of Air Force Recruiting Service.  She helped to spearhead the 30-second spot after seeing the opportunity to inspire more female recruits -- the U.S. Air Force, Marine Corps, and Navy are all currently experiencing a 25% shortage of pilots.

U.S. Air Force – Origin Story

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In an unprecedented turnout, Leavitt brought together a group of 80+ female pilots, from Generals down through almost every rank - 2nd Lieutenants and First Assignment Instructor Pilots, fresh out of the pilot training pipeline. All the pilots were filmed in a single day.

The campaign proudly emphasizes the “women power” that exists within the Air Force - because as it does in the upcoming movie, the Air Force can turn anyone into a hero. The spot states: “Every superhero has an origin story, we all got our start somewhere, for us it was the U.S. Air Force.” The spot then wraps up with a caption asking “What Will Your Origin Story Be?” and ends with the tagline “Aim High.”

The spot was directed by Dan Brown from BLK MKT Studios.

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