I agree.
A campaign of commercials should have airborne infantry soldiers jumping and kicking doors in. No catch phrases necessary. It worked at the recruiter's office for me, it will work now.
Right afyer high school, I went to an Army recruiter's office to ask about joining. I wanted to hear about driving tanks, shooting guns, wearing the uniform, etc. All the recruiter could talk about was money for college and learning computer skills. I actually tried to steer the conversation to the cool stuff, but the recruiter wouldn't budge. The final straw was when he pointed out that I would "only have to serve for 2 years" to get college money. He sold the Army like it was a prison sentence with a job training program. I split.
I always thought of that recruiter when I heard that awful "Army of One" crap.