In the pantheon of unforgettable military recruiting ads, few are as iconic as the Marine Corps’ early 1990s commercial known simply as “Chess.”

It was a cinematic, medieval-inspired tale of transformation—from knight to Marine—that captivated audiences and became a rallying cry for those drawn to the Corps’ elite image.

At the heart of that ad was a young Marine officer named Rich McCormick, who has since traded his Dress Blues for a seat in Congress.

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Back in the early ’90s, McCormick was one of hundreds of lieutenants training at The Basic School in Quantico, Virginia.

When the Marine Corps began casting for its next high-impact recruiting spot, it sought out “the most steel-eyed, square-jawed Marines they could find,” McCormick recalled with a laugh.

Thanks to his background as a college drill team commander, McCormick fit the bill—especially because the role required precise Sword Manual Procedures.

“It was a great moment of pride,” he said in an interview with Task & Purpose. “It was something you feel like you want to tell the whole world about because it means that much to you. There’s no more pride that you can feel than representing something you hold near and dear to your very being of how you define itself.”

The commercial, which many remember alongside the legendary “Lava Monster” ad, opens with a brooding orchestral score reminiscent of O Fortuna. A medieval chessboard comes to life in a surreal battle between good and evil.

A white knight—played by a stuntman—charges into combat, dispatching three adversaries before capturing the enemy king. As the knight raises his sword, it’s struck by lightning, transforming him into a sharply dressed, sword-wielding Marine: McCormick.

That transformation scene, McCormick shared, was filmed in the same warehouse that hosted the climactic sword fight from the movie Highlander. Filming required several takes, and McCormick relied on his drill team experience to hit each mark with military precision.

Image Credit: Screenshot via YouTube

“There’s a certain set of things: Heels on line; do not move; eyes locked straight forward; shoulders back; chest out; stomach in — all the things you do when you’re a typical Marine in an inspection,” he explained.

Behind the scenes, the shoot wasn’t without its challenges. The stuntman playing the knight reportedly broke his ankle during a scene when his horse reared up—an injury McCormick avoided only because he was still in training.

“Probably a good thing I wasn’t on that,” he said, noting his luck with a grin.

The “Chess” commercial was more than just visually striking—it was strategic. According to Capt. Andrew Wood of Marine Corps Recruiting Command, the ad was designed to elevate the Corps’ image not just as physically elite but intellectually formidable as well.

“Chess addressed an image problem the Marine Corps wanted to solve,” Wood explained. “Marines aren’t just ‘tough, elite warriors,’ but ‘tough, smart, elite warriors.’

The use of chess as a backdrop enabled the Marine Corps to maintain its emphasis on battle and warrior ethos, but also introduced the intellectual component required to be a Marine. ‘To compete, you’ve got to be strong. To win, you’ve got to be smart.’”

Despite having the smallest ad budget among the military branches, the Marine Corps aimed to make “blockbuster” commercials that cut through the noise. And “Chess” did just that—eventually being named one of the “25 Most Epic Ads of All-Time” by Adweek.

McCormick’s portrayal turned him into something of a “semi-celebrity” within the Corps, he said. His mother jokingly asked why he didn’t smile in the ad, but the Marine mystique was never meant to be warm and fuzzy—it was about discipline, grit, and excellence.

“You’ll find more Marine stickers on the back of cars than every other service combined, even though we’re the smallest service,” McCormick said. “You always value things that you work hard for, and you’re not going to work harder for anything than being a Marine.”

Commissioned in 1990, McCormick served as a CH-53E Super Stallion pilot until 2006. After leaving the Corps as a major, he attended medical school, joined the Navy as an emergency medicine physician, and deployed to Afghanistan in 2016. He retired from the military in 2017 as a Navy commander.

In 2022, McCormick once again stepped into the public arena—this time as a Republican member of Congress from Georgia. He now serves on the House Armed Services Committee, bringing both his medical and military experience to bear on national defense policy.

Reflecting on his unexpected journey from recruiting commercial to Capitol Hill, McCormick is both humbled and proud.

“It will forever be part of what defines me,” he said.

From swordplay to statesmanship, McCormick’s story is a striking reminder of how one Marine’s journey can inspire generations—on screen, on the battlefield, and now in the halls of government.

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