A new Army advertising campaign. I have rather deep feelings about it, but I don’t matter. I am already in for over 21 years. But what YOU think matters. Please go HERE and watch the ‘brand ethos’ video and leave a comment – what worked and what didn’t.
Search
Archive Calendar
| M | T | W | T | F | S | S |
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | ||||
| 4 | 5 | 6 | 7 | 8 | 9 | 10 |
| 11 | 12 | 13 | 14 | 15 | 16 | 17 |
| 18 | 19 | 20 | 21 | 22 | 23 | 24 |
| 25 | 26 | 27 | 28 | 29 | 30 | 31 |
Archives
Categories
- A Government That Can Force You to Buy Health Insurance Can Make You Do Anything (3)
- a protein wisdom philosophy primer (3)
- academics (25)
- armadillo (8)
- Friday Fiction 100 Word Challenge (51)
- from the protein wisdom conceptual series (136)
- identity politics (33)
- If Republicans Win the Senate in 2014 (1)
- in which celebraties comment on current events (67)
- language / intentionalism (88)
- legal (6)
- My brief conversations with inanimate objects (130)
- NSA / FISA (46)
- One Term to Serve, the 2012 Revival (6)
- Overheard in a Fallujah bunker (27)
- Poems from 196x, Revised by the Ghost of Richard Brauti (27)
- protein wisdom's DNC coverage (30)
- protein wisdom's RNC coverage (29)
- protein wisdom: the movie Lists (20)
- Provocateurism (16)
- real-time empirical observations (51)
- red pills found behind the sofa cushions (42)
- Scenes from my driveway (61)
- Talking back to 80s music (41)
- The Martha Stewart Chronicles (58)
- The protein wisdom interviews (10)
- The protein wisdom original poems (142)
- Uncategorized (20,046)
- Zen and the art of motorcycle maintenance, abridged (34)
Recent Comments
- In The Mailbox: 02.28.23 (Afternoon Edition) : The Other McCain on Hey, longtime pw readers…
- In The Mailbox: 12.23.22 : The Other McCain on Patrick J. Carroll truly IS a sad, embittered psychopath
- Danger on Patrick J. Carroll might be a psychopath
- Danger on Patrick J. Carroll might be a psychopath
- In The Mailbox: 07.18.22 : The Other McCain on Patrick J. Carroll might be a psychopath
Wow!! Wow!!
I am just absolutely friggin’ blown away by that film. That would seem to capture the spirit and the heart of the Army from A – Z. Whoever produced and wrote it needs to get some kind of award. Just awesome!
BJ – that’s just the “concept”. Wait until you see the whole thing come out in November…
BTW: It’s an absolute galaxy beyond the old, lame-o “Army of One.” Do you know which ad agency was responsible?
Whew…
My dad was career USAF and this ad makes me wish he’d gone Army (or that I had, instead of considering the Air Force and ultimately deciding that if my eyesight ruled me out of being a pilot, I wasn’t sure I wanted to go career, and hence I didn’t want to waste the taxpayers’ money). Still trying to swallow around the lump in my throat.
What worked: it seems to me that for anyone who actually feels patriotism, there wasn’t a bit of patriotic imagery that didn’t work. The appeal to the desire of young people to be strong, in every respect, seems to me to work as well. And I second BJ’s comment about the “Army of One” campaign, which I liked in principle but always wondered whether it was sending the right message. This one gets the message out clearly: be a part of something bigger than yourself.
What I wonder, living as I now do in the irritating Northeast and coming from a “military brat” perspective that I can’t shake, is how pervasive those two feelings are. Does this ad work on people with no connection to the military, and/or in a region where a military career is not seen as a plus but as a sign of jingoism and redness of neck?
Man, I hope there are some actual men and women living inside the children in my local high school… Not to say every such a one would or should join up, but it’d sure be reassuring if I knew some were capable of being moved by images like these.
TW: hear78. What happened to Jeff’s magic word machine? I’ve been away…
Thank you, Major John.
And thank you for the video.
The music was excellent, definitely had that call to glory feel about it. And it was extolling the warrior ethos, not just the GI Bill benefits.
A call to arms, to service and to country. Something bigger than the self.
Very well done.
There were too many chicks in that video.
As a former Marine I can’t get into the US Army, so to speak.
It was OK.
There it is. Thanks , Major.
Major John,
Great, just great. It brought back many fond memories, and at the same time gave me goose bumps. Makes me wish I was still in. Very nice touch with M1 plowing throught the sand. And the jump school shot was nice. Stay strong MJ. It put a bright spot into very dull day..
TODD
I liked the old ones with the rock music better.
Unless the Army is going to raise the enlistment age to 65, I don’t think this new ad will be very effective.
As a former Marine who absolutely loathed the “Army of One” crapola, I say this nails it. I like it better than the Marine Corps ads, which are too video gamey for my taste.
Monkyboy’s comment was telling. Sometimes I believe there are two species of human on earth.
I think that all of the images were great. If I can say so, the one that touched me most is that of the old vet saluting. Music, good; shouldn’t sound like a Pontiac commercial.
Webster’s beginning: lame.
The strength to get over yourself: a great line that monkyboy may never understand.
Army Strong: playing on Armstrong?
Just giving my opinion as requested, Mark.
The old commercials actually tempted me to join, these new ones come off as some sort of vitamin supplement commercial…
You’re a weakling, and the Army will make you strong!
No thanks.
Also, showing the Apaches flying over an urban area was a turnoff…a little too close to the Army’s real mission these days…
What’s the Army’s real mission these days, monkyboy?
– According the the Proggs it would be: To steal their “essense”….Corporal…hand me your rifle….this damn Coke machine is stuck again…..
– Make you feel all goody feely to cover your shithead cowardice, and lack of any personal caring about home, hearth, family and country monkeyboy, you idiotarian fuckoff….
– I think all the darweinian throwback Proggs should be rounded up and have the words “Its because of principle stupid” tatooed on their foreheads…. But that’s just my sweet side….
Suppressing third-world insurgencies, Dan?
Hardly what the Apache was designed to do.
Seeing them over a city is just a reminder how ill-equipped the Army is to do its current job…
monkyboy–
Since when did the branches of the military get to choose their jobs? Seeing you type your nonsense just reminds me how ill-provisioned you are to give a rat’s ass about anyone else.
– Maybe they could practice on the “American-insurgencies”…. give them a world of experience going in….
Army Strong is the creation of the McCann Worldgroup, the U.S. Army’s marketing communications agency. McCann Worldgroup was retained Dec. 7, 2005, after a competitive review of potential agency partners. To develop the campaign, McCann conducted extensive research among prospective soldiers and their influencers, and interacted directly with hundreds of Soldiers. “This is a campaign informed by research, and inspired by Soldiers,” said Eric Keshin, McCann Worldgroup’s worldwide Chief Operating Officer and Regional Director-North America.
monky – Yeah, who the hell would want helicopter cover in a fight? Ghu knows I sure shunned it on patrol in Afghanistan… Ill-equipped, heh heh. Who needs speed, firepower, communications, bandwidth, plenty of Class I, III, V, VIII and IX right? Somehow I cannot see you quite earning that 90A designator, simian…
I don’t think monky is the “target audience” anyway.
Had I followed family history, I would have been at West Point in 1978. My father (ret. 1978, two combat tours in Korea, 1968 in Nam) saw changes in the service that he did not like, and did not think would be beneficial to me. While his ears perked up when I mentioned a passing interest in the Coast Guard, he never suggested that I attend any academy.
The honor of service was restored in the 80’s and early 90’s, this ad exemplifies that honor – it is powerful.
So powerful in fact, that it causes me mild consternation that I did not follow my father, my grandfather, and two of my great-grandfathers footsteps.
bains,
Pay your taxes, respect the law and love your country – that’ll be enough.
Who is the target audience, Major john?
Go tell the Spartans, stranger passing by,
that here, obedient to their laws, we lie
— Simonides’ epigram at Thermopylae
“Who is the target audience, Major john?”
– Everyone who loves their country more than their own ass’s…you probably don’t know people like that in your circle of friends…
It’s interesting how easily some denigrate those who are willing to place themselves in harm’s way to protect all, isn’t it? And what does it say about the former? Nothing I’d want said about me or anyone I care about.
Do you suppose monkyboy shaves himself without looking in the mirror, or is he just too young and/or under-testosteroned to need to shave?
Hehe,
What did I do?
There are plenty of dangerous jobs in America like Commercial Fisherman, Cop, Lumberjack, Powerline Repairman, Fireman, etc. that don’t require large ad campaigns to fill their ranks…
Why is the Army different?
Perhaps an intangible like “honor” doesn’t make up for the low pay and longterm contract?
Why not take the ad money and all the pork in the defense budget and apply it to military pay?
Would the Army need an ad campaign if the starting salary was $250,000/year?
the strength to get yourself over
the strength to get over yourself
Major John, I loved that. I was reading along and I actually said that line outloud right before it flashed on the screen…
Character and the development thereof has been sorely missing in our culture as of late. Few avenues are left that promote things like duty and honor.
It’s a wonderful spot.
While I think that what soldiers do, I can’t express how assinine I think this idea is. One of the interesting things I’ve noticed about ex-military people is that they tend to be fairly disciplined in their financial and professional lives. A guy who goes into the army at the age of 18 and comes out at, say, 22, is going to be doing better than average by the time he’s 30. Simply throwing money at them would A) get them in for the wrong reasons, and B) undermine that whole discipline thing.
Gah – PIMF. What I meant to write was “While I think that what soldiers do is certainly worth $250,000 per year…”
monky – the target audience is the group of people that would consider giving their time and possibly their life to protect others. Not in a cop or firefighter way – those jobs are respectable, but different.
Do the concepts expressed in this video mean something to you? Do they appeal? Is this something you might want to be – the person who says “yes” is the person I want to raise their right hand and swear to stand as a bulwark between foe and nation.
The cynical, sneering, mercenary or aimless – thanks no, we’ll pass.
Which points up the problem.
An Army is a group endeavor. “An Army of One” and “Be All You Can Be” both speak to individualism. I think the new ads are much more… hmm. Perhaps the word is “apropos”.
Monkyboy, you have the wrong end of the snake, there. Soldiers who are strictly in it for the money—they do exist: see mercenary—are, by and large and with honorable exceptions, pretty lousy soldiers. So are soldiers who are in it for the chance to do violence, the other side of the same coin. Soldiers should be paid well enough to live without discomfort, and should be ready and willing to do violence when necessary, but for whom those are the main points aren’t going to be much use in the American army.
But, then, if you don’t understand that it would have been better—much funnier—if Bush’s turkey had been plastic, you probably aren’t going to get it anyway. These ads will speak directly to the hearts of the people the American Army actually wants.
Regards,
Ric
Ok, so Ric actually nails it down with one sentence. Thanks.
Oh, the campaign is good, but every time I see “Army Strong,” I also think “Hulk Smash!”
Cirby – should we add “You won’t like us when we’re angry”? Heh.
Makes sense to me know.
Thanks for the info.
No, Major.
What’s needed is a “hearts&minds” propaganda campaign, to be run on al Jazeera and similar venues. Assistance at natural disasters, efficient delivery of relief supplies, and the like, segueing into mass graves and Saddam at the dock. Yours is the tagline.
Regards,
Ric
who knows it will never happen
“who knows it will never happen”
– Maybe yes, maybe no…..never is a long long time…..
Brought back fond memories of why I served in both the Army and Navy – well done!
I think it was Stephen Ambrose who, in describing the valor exhibited by both sides in the War Between The States, wrote something along the lines of, “…even the most ordinary of men showed that they valued something more than their very own lives…” Monkyboy, I doubt whether you value anything more than your own comfort.
Major John,
As a retired Marine and the proud father of an Army Ranger, I think this one nailed it. Nobody does it for the money.
Wow. Great great spot. I’m verklempt. Almost want to re-up
Hmmmm.
As a Marine all I can say is:
Army Strong ….. smelling that is!
ed, if you wanted to be a soldier, why did you consent to being a deck guard for squids? lol
US Army, America’s only REAL soldiers.
Let’s not forget that pride is a sin, nnivia, and generally thought to be the cause of much evil on this Green Earth.
I understand now what this commercial is getting at…I don’t agree with its message, though.
– Of course not. Why bring attention to the fact you’re hiding under your desk. Perfectly understandible.
As I pointed out above, BBh, plenty of Americans carry out dangerous jobs every day without the need for…applause.
This new Army ad seems to be soliciting individuals with an interesting mix of pride and humility…submit and become great.
It seems more Soviet than American.
If naught else shows you fail to understand – that did it.
There are seven Army Values, and I will list them for you:
Loyalty
Bear true faith and allegiance to the U.S. constitution, the Army, and other soldiers.
Be loyal to the nation and its heritage.
Duty
Fulfill your obligations.
Accept responsibility for your own actions and those entrusted to your care.
Find opportunities to improve oneself for the good of the group.
Respect
Rely upon the golden rule.
How we consider others reflects upon each of us, both personally and as a professional organization.
Selfless Service
Put the welfare of the nation, the Army, and your subordinates before your own.
Selfless service leads to organizational teamwork and encompasses discipline, self-control and faith in the system.
Honor
Live up to all the Army values.
Integrity
Do what is right, legally and morally.
Be willing to do what is right even when no one is looking.
It is our “moral compass” an inner voice.
Personal Courage
Our ability to face fear, danger, or adversity, both physical and moral courage.
What you cannot seem to grok is at least two of them; Selfless Service and Duty.
– Au contrare’ monkeyboy….”Be all you can be” would have generally gotten you shot in the old CCCP….don’t think “individual achievement” as a team player gets you anywhere in a Socialistic state. This isn’t reverence to the State. Clear out the cobwebs son. This is reverence for your country, quite a different thing.
– After all, as anti-American as they are, even the SP’s may somehow gain a modicum of power in our government someday. Maybe then you can be more comfortable with the idea.
TW: husband45 – A goal even Zaa Zaa didn’t achieve.
Major John: it seems to me that with chimpymcnugget’s last, abysmally ignorant comment that he has forfieted any consideration for any intellegance. Leave the subhuman alone and, eventually, he’ll have no one at which to sling his ignorant simian poo.
In other words, he ain’t worth crushed Afgan bugs under your boot.
G’day! PHack
Major John,
The U.S. Army does not exist in a vacuum.
A majority of Americans feel the current missions of our armed forces are actually making us less safe.
Selfless Service and Duty hardly apply now, do they?
That is why I find the tone of this new ad rather sinister. It comes off as a recruiting message for a self-interested street gang.
– monkeyboy – Why not suck it up, and go ahead and list all your good reasons for avoiding service to your country.
– Save us all a lot of time and wasted typing.
Major, ignore monkyboy. Its patriotism is in direct proportion to which party is in power and the policies the current administration pursues. The seven values you listed are anathema to a narcissist, and after reading its comments it is quite clear that monkyboy is one of those sad beings which believes the world revolves entirely around it.
I rather imagine monky was cheering heartily when I was in SFOR…
monkydupe betrays a deadly mixture of arrogance and ignorance:
Suppressing third-world insurgencies, Dan?
Hardly what the Apache was designed to do.
Sorry, but attack helicopters like the Apache, and its predecessor the “Hueycobra”, were very much influenced by the Vietnam experience.
And if THAT wasn’t at least in part a third world insurgency, what the hell was?
Nothing expresses ChimpyMcNugget’s descent into the ignoramus hole than his laughable attempts to talk tactics with…wait for it…professional soldiers! (which BTW, does not include me.) Oh please CMNM, regale us with your experiences in the field using Apaches for close air support.
What a pathetic joke.
Guys, just remember to turn your back when he reaches for his ass…
G’Day! PHack
I really liked it, particularly the ‘strength to get over yourself’ line.
I don’t think it would be a bad idea to have a bit in there about the history, or tradition of the army over the years. Something that indicates just what the army has done for the country, and the world, and how being a member makes you a part of that.
Hmm, perhaps that is the source of monkyboy’s complaint. Likely that hit a little too close to home.
Such hostility!
Imagine if, during the height of Hurricane Katrina, the New Orleans Tourist Board had run a national ad campaign that featured scenes of the previous Mardi Gras with the tag line:
“Come on down, everything is fine!”
That’s how I view this new Army ad.
If it wasn’t for a branch of the government, the people who made it would probably be in court right now…
I question what kind of person it’s designed to attract.
I don’t think anyone really believes it’s completely truthful about what kind of experience someone would have if they enlisted in the Army today…
monkeyboi wrote:
That’s why people view you to be an idiot.
I imagine you didn’t like everyone pointing out that you are shallow and self-centered monkyboy, but don’t consider it hostility – consider it constructive criticism, to help you mature a little bit and come to the realization that there are bigger and grander things than you in this world.
Really, you should drop the smug, conceited attitude. It really isn’t all that attractive, you know.
Jamie says…
I wonder if ~10 years ago people were wondering the same thing about the then current crop of local high schoolers. Given the high quality of soldiers we are seeing from that crowd, I think we can rest assured that there are actual men and women in the current batch.
What are you saying, Mikey?
By “bigger and grander things than you in this world,” do you mean:
1. That it’s America’s job to provide our hero-wannabes with a chance to test their mettle regardless of the cost?
or
2. The Iraq War should properly be viewed as a big, grand undertaking for America?
Major,
Heard about the promo since the AUSA convention, showed the promo to a few retired warrants and NCOs (we’re DA civilians). Everyone liked it, described it as “More like the Army than you saw in the ‘Army of One’ commercials.”
Truth in advertising helps, especially to get soldiers to put the bumperstickers on their cars. I refused to use ‘Army of One’ simply because it was so easily misunderstood.
It looks like this ad campaign gets it better, even if I don’t really like the tag-line.
My five-year-old and two-year-old watched it repeatedly this morning. They liked the music too, but we are a little more ‘cultured’ in my house, so I’m not sure that is a good sample of your average kid.
If you haven’t understood yet, I fear you’ll never know, monkyboy.
It IS, you dupe! Rather than choosing between Tweedle-Mullah and Tweedle-Secular Tyrant, it is actually an attempt to bring about a more or less consensual government, individual freedom and the rule of law to a place where it has never before existed. Rather than fighting off the alligators again and again, it is actually an attempt to drain the swamp.
It may be Wilsonian, it may indeed fail! But it is undeniably lofty.
Now on the individual soldier’s level, all that matters far less than fighting for the buddy next to you. But it really IS “Why they fight”.
Very impressive. But they are still not Marines.
As I have no desire to stand guard at an Ambassador’s residence, I as glad we aren’t either…
Heh.
Too right, JAB – and my apologies to the young men and women who are right now considering military service. What I should have said was, “I know there are some actual men and women living inside the children in my local high school; I look forward to seeing them emerge.” Now I know which birthday I just passed: I’m starting to sound like my parents!
Jamie, when at age 19 I became a counselor in a youth camp, I found I was beginning to sound like my parents.
-You’ll poke your eye out!
-Why can’t you be nice to xxxx?
-So if everyone was going to jump off the Empire State Building you’d do that too?
Lord! What a little responsibility does to a nice, self-centered young man!
I see what you are getting at monkyboy, but let me explain how I see this campaign. I think it is a good attempt at reaching those who are looking for something honorable, something they can feel proud of, to do with their lives. Everyone with common sence knows taking the oath and becoming a soldier can cost their life, which makes it something to be proud of. This ad does not say that “everything is fine”, like in your hurricane katrina example. It tells of a strength that is required to be a soldier, BECAUSE OF the danger involved.
This campaign is far less self centered then any other I have seen, unless you think that wanting character is a selfish thing.
I do not think you are necessarily a wimp for your continual criticism, but I think you are stubborn. If you were trying to recruit, and not scare kids who already know what it going on overseas, how would you make a commecial like this one? I love how this campaign uses moral strength as the attractor instead of the GI bill and educational benifits. The financial benifits should be mentioned to those interested in the Army after watching this.
I am at a Senior Military College currently, and when I first heard the words army strong, I also kinda got the whole ‘hulk smash’ thought…however, when I finally saw the video I was incredible moved. The video is amazing, the wording is wonderful, and most of all I think the Music makes the whole video…it makes me proud to know that I enlisted, and that I am going through ROTC to continue serving. and btw, I am 20 years old….it doesnt just appeal to the older generations.
See what’s new
http://www.armywrong.net