Sheftick, Army News Service
D.C. — The Army launched three new nationally televised
advertisements on Veterans Day with the theme "Strength Like No
Actors practice negotiating a
rope obstacle in a UCLA classroom as part of the new ad
"School" that began airing on ESPN, MTV and the
Speed Channel on Veterans Day. (Photo
by Accessions Conmmand)
new ads are part of a campaign that will further extend the "Army
Strong" brand, according to Ed Walters, chief marketing officer
for Department of the Army.
campaign will eventually include four 30-second ads and a 60-second
"anthem" spot that will air on ESPN, MTV and the Speed
campaign includes an NFL salute to the troops, actually produced by
the National Football League, that began airing during Sunday’s
network games. The campaign will include 10 "influencer" TV
spots that focus on parents, and it will also include a number of
special features on the GoArmy.com Web page (http://www.goarmy.com/.)
new ads will show that there is truly no other place in the world to
offer the experiences you will gain through service in the Army,"
Walters said. "Whether it is the latest technology you will
encounter, the team you will work with, or the training you will
receive, it will all lead to physical, mental and leadership strength
like no other entity can provide."
every Soldier today is essentially considered a recruiter, Col. Jon
Dahms said it makes sense for all Soldiers to understand the new ad
strategy. "So when they talk to potential recruits, they can
identify with what they are seeing and saying" in the new ads,
said the chief of planning support for Army Public Affairs.
more informed internal audience makes the recruiting effort more
likely to succeed," Dahms said.
three ads that began airing Nov. 11 are titled: Team, School, and
will underscore the benefits of working on a team made up of heroes
like no other, Walters said.
will illustrate the only classroom in the world where someone will
learn technology, strength and leadership skills all in one day,
marketing officials said. The ad is actually filmed at the University
of California, Los Angeles and one shot portrays students negotiating
four rope obstacles that span across a classroom.
will feature business leaders that began their careers in the Army. It
will depict their military service filled with career opportunities
and respect, Walters said.
fourth 30-second ad, "Garage," will begin airing in early
January and will show what it would be like to work in a garage that
teaches everything from technology of robotics to working on jet
60-second "anthem" spot will feature a variety of military
occupational specialties to include an Army astronaut and a member of
the 3rd U.S. Infantry, known as the "Old Guard." The
underlying theme of the spot will be the Soldiers Creed, said an Army
TV spot will drive people to the GoArmy.com Web site, Walters said.
explained that the site will be enhanced with Web films featuring
Soldiers sharing their unique experiences going through basic training
and living on an Army installation.
also will be an interactive feature in which Web browsers can ask
Army understands that today’s future Soldiers live online,"
Walters said. "And an important part of our new campaign is to
drive these interested people to GoArmy.com to experience the Army
through the voices of our Soldiers. There is no better testament to
what someone can achieve through the Army than our brave men and women
already in uniform."
Army Soldiers were screen-tested for the new round of advertising to
lend an authentic feel to the spots. In fact, two Soldiers have
speaking roles in "Garage."
advertising as part of the campaign is expected later in the year and
in early 2009, Walters said. McCann Worldgroup, the U.S. Army’s
marketing agency of record, produced the campaign.
U.S. Army news release contributed to this report.)