The Army is replacing its “Army of One” slogan with “Army Strong.” Apparently, they’ve hired the Incredible Hulk as their new marketing manager.
Here’s the first ad video in the new campaign:
I agree with Andrew Olmsted that it does a “damn good job of capturing some of what makes Army service what it is.” I’m not sure that it’s going to be particularly effective at convincing high school students (the presumptive target audience) to join the Army, though, with its stirring instrumental music and the flashing of slogans on the screen without voiceover.
Not only was “Be All You Can Be” a much better slogan but the ads were much better. Shots of paratroopers doing what they do and the assertion that “We do more before 9 am than most people do all day” was simply more adrenaline-packed than the current wave.
None of the Army campaigns, though, match up to any of the ones put out by the Marine Corps. Their ads, without fail, are appealing the kind of young man who could make it through Paris Island. The Army is at the disadvantage of having to recruit a lot more people to do a much wider variety of tasks.
