WASHINGTON — A Marine in full combat gear moves through dark, frigid water, gripping an M-16 rifle, before plunging under barbed wire and through a submerged drainage pipe.

It is only when the fighter shouts an order over the sound of explosions does the historical nature of the TV advertisement become clear: the Marine is a woman.

For a Corps that has struggled with the perception that it is the least welcoming of women among the military services, the new ad is part of a campaign to appeal to a new generation of Marines.

It is also a bid for more female recruits for “the few, the proud,” particularly athletes capable of meeting the tough physical standards required.

“The water was 27 degrees and coated with a layer of thick ice,” said Marine Capt. Erin Demchko, describing the great difficulty of the gauntlet, all while being surrounded by camera crews. “Giving the film production staff what they wanted, while maintaining my bearing as a Marine officer and trying not to look cold, was a challenge.”

Demchko, a deputy commander at Camp Courtney in Okinawa, Japan, is part of the Marine Corps’ expanding effort to recruit women. The smallest military service has the lowest percentage of women, and wants at least 10 percent representation by 2019.

While female Marines occasionally have appeared in ads and been featured in online videos, this is the first time a woman is the focus of a national television commercial for the Corps.

The service is battling an image problem, especially after a recent scandal involving nude photos shared online. Many were accompanied by crude, derogatory or even violent comments about women. The Naval Criminal Investigative Service is investigating the matter and several Marines have been disciplined.

But the perception of the Marines as a male domain goes back further. They were the only service to seek an exception when the Pentagon moved to allow women to serve in all combat jobs. That request was denied in late 2015 by then-Defense Secretary Ash Carter.

Since then, 74 women have moved into combat jobs previously open only to men. In total, women make up about 8.3 percent of the 183,000-strong Corps.

The Marines want more. And the ad aims to increase awareness among women about new opportunities, said Maj. Gen. Paul Kennedy.

The message is for potential recruits to “not think that we are only looking for a few good men, that we’re actually using all of our recurring efforts to find good women as well,” he said.