Black Rifle Coffee Company released its latest video paying tribute to all of those who served in the military and paid the ultimate sacrifice.
In honor of Memorial Day, the company message focused on brotherhood in the military, and how it goes beyond what friendship is.
“For those who put the welfare of the group ahead of their own lives and paid the ultimate sacrifice, we thank you, this day and every day,” Black Rifle said.
“Our honor and understanding for the generations of sacrifice has to be unwavering,” Army Ranger veteran and Black Rifle Vice President Mat Best told American Military News. “May we always carry the utmost reverence for the ones that made the ultimate sacrifice. This video is a small gesture of our appreciation for the deep debt we owe our heroes. I hope it is a reminder for people to enjoy a weekend filled with laughs, love and remembrance.”
The video, with a somber undertone, begins with people waking up on Memorial Day and going about normal activities such as having coffee, running errands and getting ready for the day. At the same time, people on the radio can be heard talking about the weather, and Memorial Day deals and activities.
As the video continues, the radio focuses on America’s involvement in the war in Afghanistan, while the video focuses on these people spending time with their families and friends.
“The brotherhood is different from friendship,” the video’s narrator says. “Friendship happens in society. The more you like someone, the more you would be willing to do for them.”
“Brotherhood has nothing to do with how you feel about the other person,” the narrator continues. “It is a mutual agreement in a group that you would put the welfare, you will put the safety of everyone in the group above your own. In effect you’re saying, I love these other people more than I love myself.”
As the narrator finishes, the friends, families and loved ones that were previously seen have disappeared, while the other people continue carrying on about their days. Those friends, families and loved ones paid the ultimate sacrifice.
“It’s not about today. It’s about them,” Best then says in the video. “The ones that gave their lives. For when a life fades, it’s up to us to make sure the legacy doesn’t.”
Watch “Never forgotten” here: