Army Debuts New Slogan In Recruiting Commercials

Washington Post ^ | November 22, 2006 | ann Scott Tyson

[BeAllYouCanBe]

The Army, facing another tough recruiting season, launched a $200 million-a-year advertising campaign this month and unveiled a new slogan: "Army Strong." The campaign's core message is that the Army builds not only physical but also mental and emotional strength in recruits, bonding them into a powerful, close-knit team. "There's strong, and then there's Army strong," a deep male voice intones as martial music rises from a brass band in the background. The television ads, launched nationwide for Veterans Day along with Internet placements and other outreach, omit all but the most fleeting images related to the all-volunteer Army's biggest endeavor ever: the war in Iraq. The main 30- and 60-second ads show soldiers jogging in formation, scaling a rope obstacle course and leaping out of a helicopter -- all take place in what appear to be familiar, grassy, domestic settings. The only brief glimpse of what could possibly be Iraq is of a group of soldiers hastily raising a tent -- although, unlike others in the ad, these soldiers wear no helmets or body armor. There are obvious reasons the Army might not want to underscore to potential recruits, and their parents, that signing up these days almost inevitably means deployment to combat zones in Afghanistan or Iraq, where the majority of the more than 2,850 killed and 21,000 wounded have been soldiers. The Army missed its fiscal 2005 recruiting target by more than 6,000 soldiers but rebounded last year with the aid of thousands of added recruiters, a doubling of the maximum enlistment bonus to $40,000 and some eased standards. The Army begins fiscal 2007 with another hefty target of 80,000 recruits and only about 15 percent already in the pipeline -- compared with a goal of 25 to 30 percent.

[BeAllYouCanBe]

'Be All You Can Be' could have gone on forever. It's such an evergreen thing," another Army official said wistfully.

[Brilliant]

John Kerry's proposal: "If you're dumb as a rock, Uncle Sam wants you."

[Hydroshock]

I personally like, "The US Army, killing people and breaking things since 1775."

[John Lenin]

The go from one lame theme to an even lamer theme. Army of one ? Show me an army of one and I'll show you defeat!

[wastedyears]

I felt the same way about that one. That was a good slogan. Seems the only things they're keeping the same are core training and tactics.

[bnelson44]

Army Strong commercial

[joylyn]

"An Army of One" didn't last very long, did it? That may work in peacetime, but if you're going to fight it is good to have some backup. That's the point of having an army.

[BeAllYouCanBe]

That was a good slogan

I've always liked the Marines, "The few, the proud".

The Airforce, "Aim High", doesn't resonate with me -- I think that this is important though it is kind of an identity factor.

[bnelson44]

Army Strong Website

[Sensei Ern]

Sounds like a deodorant commercial.

Try new Left Guard!

ARMY STRONG

But gentle enough for a civillian.

[Bluegrass Conservative]

"Army Strong"? What the hell? Couldn't they have at least dispelled the John Kerry belief by making it a complete sentence?? Geez!!!

"Army strong. Bizarro stronger!"

[raybbr]

Watch the commercial. It's great.

Army Strong commercial

[John Lenin]

but if you're going to fight it is good to have some backup

Exactly, the Army is about the synergy of thousands of people. It's like saying a fooball team of one ...

[TChris]

"The US Army, killing people and breaking things since 1775."

...and paying you to do it. :-)

[bnelson44]

retry: Army Strong Website

[RichInOC]

Okay, I thought the "Kerry Smart" Scrappleface parody was funny anyway, but now that I've seen the commercial it was actually parodying I understand the complete genius of it.

[BeAllYouCanBe]

I am in an unusual position I have two children - a boy and and girl. Both of my kids are Army veterans. My daughter was an infantry unit armor and my son was 11B (Grunt) and was part of the Iraq invasion in 2003.

I did notice that after training both kids became very strong and spent a lot of time in the gym. Getting strong is part of the culture but it helps you get the job done.

I think it was Patton who said that physical fitness is the most important quality a soldier can have.

[Edit35]

I liiike it.

[LZ_Bayonet]

Sounds like a deodorant ad.