Hey! We got a new slogan!

#1
The much-derided "Army of One" has finally been given the death it so richly deserved. We now have "Army Strong"

Well, it's an improvement, even if we're not quite up to the level of the British or Irish campaigns.

Even more of an improvement is the new advertising video:

http://www.blackfive.net/main/2006/10/army_strong.html

I do believe I saw a tank. And a guy holding a machinegun. Miracles never cease. Maybe next time they'll actually show someone shooting something or blowing someting up. About time they decided to advertise something positive about the job itself, as opposed to the fringe benefits.

NTM
 
#4
womble30313 said:
Do the people that create this advedrtising campaignes actually ask real soldiers why they join?
I believe they use data gathered by the Army itself to determine motives.
 
#6
California_Tanker said:
The much-derided "Army of One" has finally been given the death it so richly deserved. We now have "Army Strong"

Well, it's an improvement, even if we're not quite up to the level of the British or Irish campaigns.

Even more of an improvement is the new advertising video:

http://www.blackfive.net/main/2006/10/army_strong.html

NTM
"Army Strong" is better even though it smacks of a knuckledragger grunting it.

The best Army commercial is this starring Johnny Cash singing Won't Back Down.
 
#9
sawdusty said:
Devil_Dog said:
Unless they come up with something as good as this then they don't have a right to brag.


http://www.arrse.co.uk/cpgn2/Forums/viewtopic/t=45672/highlight=singapore.html
Errrm, I don't believe anyone is bragging. More like the new sh1t is less oderous than the old...
If you need a multimillion dollar ad campaign to be told you are the best in the world then I guess you need all the brainwashing you can get.

In all honesty, the reason I signed up for what I signed up for has a lot to do with the movie " Rules Of Engagement." Hardly a classic but hey, it was good enough to convince my punk arrse to walk into the recruiter's office.Doesn't matter really since I only paid a dollar to see it!

http://www.popmatters.com/film/reviews/r/rules-of-engagement.shtml
 
#10
Devil_Dog said:
...

If you need a multimillion dollar ad campaign to be told you are the best in the world then I guess you need all the brainwashing you can get...
No, it has nothing to do with being told you are the best; it's a a multi-million dollar campaign for recruitment in a volunteer army that competes with the private sector for labor. The Army along with the National Guard and Reserve component need to recruit just over 150,000 new soldiers a year. That's a huge number, larger than most armies. Hence the cost.
 
#11
Virgil said:
Devil_Dog said:
...

If you need a multimillion dollar ad campaign to be told you are the best in the world then I guess you need all the brainwashing you can get...
No, it has nothing to do with being told you are the best; it's a a multi-million dollar campaign for recruitment in a volunteer army that competes with the private sector for labor. The Army along with the National Guard and Reserve component need to recruit just over 150,000 new soldiers a year. That's a huge number, larger than most armies. Hence the cost.
Like I said if you need a multimillion dollar campaign ESPECIALLY IN A TIME OF WAR when the very existence of your way of life is threatened then something is amiss.
 
#12
I personally think "Be All You Can Be" was good. I wasn't a fan of "Army of One".
 
#13
Devil_Dog said:
Virgil said:
Devil_Dog said:
...

If you need a multimillion dollar ad campaign to be told you are the best in the world then I guess you need all the brainwashing you can get...
No, it has nothing to do with being told you are the best; it's a a multi-million dollar campaign for recruitment in a volunteer army that competes with the private sector for labor. The Army along with the National Guard and Reserve component need to recruit just over 150,000 new soldiers a year. That's a huge number, larger than most armies. Hence the cost.
Like I said if you need a multimillion dollar campaign ESPECIALLY IN A TIME OF WAR when the very existence of your way of life is threatened then something is amiss.
No you said that they needed a multi-million dollar campaign to be told they are the best in the world.

What part of a Volunteer Army competing with the private sector for labor and needing a large budget to recruit over 150,000 per year--and substantially meeting their goals--do you have difficulty comprehending? Something may be 'amiss', but the Army and other services have been given their playing field by congress; compete for recruitment.
 
#14
Another slogan had been creeping into the adds, "Strength for Now. Strength for Later."

First that and now "Army Strong"?

Sounds like frakking aspirin commercials!!!

"Got a headache? Take Advil. Strength for Now. Strength for Later. Advil Strong."
 
#15
cheesypoptart said:
Another slogan had been creeping into the adds, "Strength for Now. Strength for Later."

First that and now "Army Strong"?

Sounds like frakking aspirin commercials!!!

"Got a headache? Take Advil. Strength for Now. Strength for Later. Advil Strong."
Strength for now, strength for later is Army Reserve I think

However, you're right about the aspirin thing :wink:
 
#17
Thank Chroist that tagline is gone. Talk about a meaningless message.

From an industry pub:

McCann, Army Tout 'Strength'
October 09, 2006
By Douglas Quenqua
adweek.com

NEW YORK -- The latest campaign for the U.S. Army focuses on the desire of potential recruits to gain personal strength, both physical and otherwise, or as the new tagline puts it, to learn how to be "Army strong."

The campaign, debuting Nov. 9, is the first work done for the client by Interpublic Group's McCann Erickson since the agency won the $200 million account last December [Adweek Online, Dec. 7]. The business was previously held by Publicis Groupe's Leo Burnett.

A video presenting the new campaign opens with the Webster Dictionary definition of "strong," adding, "But with all due respect to Webster, there's strong, and then there's Army strong."

The footage in the video suggests the Army will not shy away from images of Iraq and actual warfare. Soldiers are shown marching through deserts and training in harsh environments.

"The whole idea really embodies the spirit of the U.S. Army soldiers, how they feel about the Army and what people who are considering joining the Army want from that experience," said Eric Keshin, COO of McCann's immediate parent, McCann Worldgroup.

The previous tagline, "Army of one," which sought to empower individuals and counter fears of military conformity among young people, is not part of the new campaign. That line had caused consternation among some soldiers who felt its theme of individuality contradicted their training. The Army was also criticized for not explaining the effort to soldiers before bringing it to the public.

In a statement, the Army said it would spend the next month introducing current soldiers to the new positioning: "The campaign is inspired by every U.S. Army Soldier—past, present and future, active duty, Army Reserve and National Guard, enlisted and officer."

Recruitment has lagged in recent years, a fact often attributed to the rise in military operations overseas following Sept. 11, 2001. The Army had set an active recruiting goal of 80,000 for fiscal year 2006, which began in October. Its reserve recruit goal for 2006 was 25,500. The Army this week said it has met those goals. (For 2005, the Army missed its goal of 80,000 by 6,627. It fell short of its reserve recruit goal by 4,626.)
Hang in there, C_T, you may get to see your actual fightin' stuff yet. (Knowing creatives, I bet the agency will probably want to use the most graphic footage possible...and the Army, not so much. :D )

As for not bringing the soldiers in on the campaign first...I don't know if that's true or not. But if so, isn't that Management 101?
 
#18
It has been suggested that instead of spending $200m on the campaign, all they needed to do was open up an army-wide competition with a $1m prize.

US Navy ones are sometimes decent, mind.
https://extensis.cnrc.navy.mil/videos.htm "Minivan" is controversial because it supposedly demeans home-making fathers, or something like that.

This SEAL one isn't bad either.
http://www.youtube.com/watch?v=Jmta7GwXCpo

Navy aren't too happy with this one, mind.
http://www.youtube.com/watch?v=BGbTksnZJMQ&NR

German Coast Guard likely have a similar view to this one.
http://www.youtube.com/watch?v=FrYRY6kx550

How this one got past the Japanese Maritime Self Defense Force staff is completely beyond me.
http://www.youtube.com/watch?v=SJrIF7pHyO0

Here's a Czech one. It's got Hinds in it. How cool is that?
http://www.youtube.com/watch?v=bj036sU240A&mode=related&search=

NTM
 
#19

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