Army STRONG! Army SMASH!

The Army's launching a new ad campaign to replace the "Army of One" slogan that was started in 2001. This is "Army Strong."

The new approach, the fruit of a $200 million-a-year contract with a major advertising agency, was announced Monday by Army Secretary Francis J. Harvey. He said "Army Strong" will be the centerpiece of a multimedia ad campaign to be launched Nov. 9, timed to coincide with Veterans Day weekend.

Army officials acknowledge that recruiting during wartime is difficult, particularly with the Iraq war grinding on far longer than Bush administration officials expected and U.S. troops dying in battle almost every day.

"There's no question that we want to have a marketing boost right now, it's important to us," said Lt. Gen. Robert L. Van Antwerp, who oversees the recruiting effort as commander of U.S. Army Accessions Command.
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The new slogan, developed in numerous tests with focus groups and interviews with soldiers, is meant to convey the idea that if you join the Army you will gain physical and emotional strength, as well as strength of character and purpose.

"What will happen if you come into the Army is what soldiers know happens: you become better," Van Antwerp said in an interview. It also is aimed at selling the merits of Army service to parents, teachers and other "influencers" -- adults who directly influence a young person's direction in life, Van Antwerp said.

Harvey said the ad campaign "speaks to the essential truth" of being a soldier.

This ad agency is getting a five-year, $1 billion total contract to promote this new slogan. I'm not warming up to it. I know that "Army of One" was criticized for attempting to copy the Marine Corps' image of how individuals can be successful in the military (interesting sidenote - this blog post talks to the creation of taglines such as "Army of One"). But "Army Strong?" Hulk not like puny humans trying to challenge him. Hulk will get ANGRY. Hulk smash puny Army men!

UPDATE: I'm changing my mind. A colleague just emailed me the commercial that's kicking off the ad campaign. Honest to God, I nearly broke down crying and wanted to reup again. It made me proud to be an Army man and damn Rumsfeld again for breaking this fine organization. It's that powerful. If I find an online link, I will add it, but in the meantime, here's the wav. Download Brand_Ethos.wmv (5015.1K)

UPDATE II: Here's the YouTube version (corrected).

Comments

[dk]

I agree, the new slogan is compelling, and I know that my experience in the Army changed me for the better on countless levels. But I can't help but think that with these truths, so come those that mean these young men and women will fight under the guidance of a Messaihanic leader who views their potential loss as part of that 'comma' that history will record as the Iraqi war. In good conscience, I would not recommend to anyone I know and love to enlist - sadly. The leadership is broken. They deserve better.

[J.]

dK, I agree with you. The video is powerful and resonates with me, but yes, this might not be the best time to enlist - not with this political leadership. Not while the Army is underfunded, understrength, and under siege. If Congress turns around, grows a pair and decides to help us out, well, maybe then the Army will return to be a fine institution for national service.

[Philip Shade]

Just a heads up, the YouTube link is malformed.

A very moving and patriotic commercials. However I don't see it changing the enrollment woes as long economy is relatively good, and the news from the fron relatively bad.

[Azr@el]

I agree the clip was very moving, or it would've been if i hadn't seen hundreds of variations of it in german when i was a student. I never thought i would live to see the day when the u.s. army had to resort to telling it's soldiers that they are "invincible", that they are "superior", that the are "army strong". Good armies, like what the u.s. army use to be, taught their soldiers that any 13 year old kid that can heft a 5.56mm rifle and discharge a round without shitting themselves too badly can make your day go from shitty to dead in a heartbeat. Losing armies on the other hand always teach the same nonsense, whether it is theology, technology, genetics, or calisthenics making the individual invincible it's all prat. A good soldier is a soldier that submits himself to his team, risks his life for hs team and ultimately dies for his team; simple, no big words, a good soldier is one who'll die for the guy next to him. The other side, hizb-e-allah seems to understand that , too bad the u.s. army doesn't anymore. "army of one", "army strong", so sad, if they need a slogan how about, "you're needed, no promises, no regrets".

[frank]

It's sad that we live in an age where we practically have to beg folks to join our Army. That we spend billions of dollars on Ad Campaigns to attract young folks to enlist.

What's worse, is that day when it stops working. I would rather enlist someone who wants to join, than make someone enlist who didn't.

Keep up the good work of dissing our Army. Eventually some young man or possible even a woman will bear the fruits of your attitude towards service to our Nation.

US Army Recruiter

[J.]

It's sad that we have political leaders who rip down our Army and cause the public to not want to join, in fear that they will die for an empty cause. Hopefully we will overcome that deficit in trust some day, and yes, people will come to join the Army without a sales pitch. But that day isn't today.

[John McFarlin]

This is a great video. If you think that you can make a difference in the world through your personal example, then come on and join the team. If you don't, then don't. It's as simple as that. Military service is about the strength to obey. Imagine that. Obeying. And, for some, leading.

The "news from the front"--do any of you think you know what "the front" is? The front is inside our minds. It is there that a battle of wills is being waged, where men and women wearing the uniform are deciding what the life our countrymen and women live is worth. This conflict is a conflict of wills. And willpower is sadly lacking in our nation--willpower to sacrifice, willpower to work together, willpower to resist--all these are lacking.

$1 Billion is a small amount of money to spend on an ad campaign that can inspire men and women to consider a challenging life of service to their nation and obedience to the will of another person. Critics can talk all they want about how it's bad that we fight against the foes we fight against, or that we expend our energy in the causes we expend our energy and treasure in, but the proof is in the person doing, not the person saying.

[SGlass]

Can anyone give me info on the music/sound track for this new ad? It sounds like something from "Lord of the Rings." Did the Army orchestra record it for the ad?

[sgtjon]

See the counterstrike:

http://www.armywrong.net

[Shawn]

For the love of god.. Quit hating on the Army. The new slogan/campaign is awsome and the commercial is very moving. True our leadership sucks, but thats about it. I am a recent graduate of BCT and AIT. I'm a 74d (chemical) and I know I couldn't have made a better decision in my life. And for some of you people out there who hate on the Army and what the people in the Army are about, and go through on a daily basis, then say some of the stuff you say on here to someone who is actually enlisted in the Army... Then see what happens.

[J.C.]

Be thankful we don't live in a country that will make you serve in the military for 2 or 4 years obligated. If you don't want to see that day, let the people who feel and desire to serve, do so. If you would never enlist let the people who wants to do it, so that you could have the chance to continue your dicing to the people who leaves their life in the service for this nation. We all know about our leadership, thats why you all need to be a little more careful when you elect your leaders.

A-Soldier-Overseas

[Marvin]

I think the Army is evolving in many way and this is one of it. Army Strong! It made me love the army even more. But i want to know the music behind it. Does anyone know the music/sound track? Please write back if you do. Thanks

Army all the way!

[Sgt. Jon]

The ArmyWrong.net site isn't hatin' ... merely poking fun at how the U.S. Army needs to spend $1.3 billion (over 5 yearsw) of taxpayer money to get its message across.

At a time when the U.S. government is engaged in an illegal and immoral war, it's fair game to fire back.

Sgt. Jon

[Josh]

Im enlisting, and its not cause of this commercial, its because I want to go out and be all I can be. "An oldy but a goody" haha, but this commercial is the best recruitment ad Ive seen, even better than the Navy ones with Godsmack playin in the backgroud :)

[Sean]

Does anyone know where to get just the music for the army strong commercials

[Sgt. Jon]

Try these out for "Army Wrong" songs:

http://www.seeklyrics.com/lyrics/Bruce-Springsteen/War.html

http://www.arlo.net/resources/lyrics/flowers-gone.shtml

http://www.armywrong.net

[Haky]

i have the mp3 and the wav version of that music. Email me @ marsketchuprap4eva@hotmail.com
and i'd be glad to send it to you.