After a decade of war in Iraq and Afghanistan, the Marine Corps is tweaking its recruiting pitch to emphasize not just combat prowess but also the Marines’ involvement in humanitarian missions.

A new 60-second television commercial, “Toward the Sounds of Chaos,” is set to make its debut on ESPN during Saturday’s Big 12 championship basketball game. A shortened version will be shown in theaters. Similarly themed materials will be deployed to social media sites and recruiters’ offices.

Filmed at Camp Pendleton near San Diego, the commercial reinforces the Marines’ image as a fighting force ready to confront America’s enemies "at a moment’s notice." But it also subtly suggests that the Marines are equally ready to help when disaster, natural or man-made, strikes.