View Full Version : Army Strong
NousDefionsDoc
10-09-2006, 15:04
Link (http://www.boston.com/news/nation/washington/articles/2006/10/09/army_launching_army_strong_ad_campaign/)
Army launching `Army Strong' ad campaign
By Robert Burns, AP Military Writer | October 9, 2006
WASHINGTON --In its battle to win the hearts and minds of recruiting-age Americans, the Army is replacing its main ad slogan -- "An Army of One" -- with one it hopes will pack more punch: "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.
The Army missed its recruiting target in 2005 by the widest margin in more than two decades, but bounced back this year to reach its goal of signing up 80,000 new soldiers, in part by offering bigger financial incentives, increasing its cadre of recruiters and making more use of Web sites to reach young people. It also has accepted more applicants with lower-tier scores on aptitude tests.
Van Antwerp acknowledged that negative news from Iraq "is a factor" that can inhibit young people from joining the Army, but he said the advertising campaign will not gloss over the risks of war. More than 2,700 members of the U.S. military have died since the Iraq war began in March 2003.
"Every recruiter will tell you, there is a very strong likelihood that you're going to deploy -- and pretty early on in your career," he said.
Army officials said the switch did not mean the "Army of One" slogan was a loser, but many have criticized it.
Loren Thompson, a defense analyst at the Lexington Institute research group, said the previous slogan seemed to promote the notion that you could join the Army and preserve your individuality.
"If you want to be an `Army of One' you probably want to join the Hell's Angels, not the U.S. Army," he said.
The Army adopted the "Army of One" slogan in January 2001 after research showed that young people saw life in the military as dehumanizing. It had replaced the "Be All You Can Be" campaign, which lasted nearly 20 years but which Army officials had soured on at a time of recruiting problems.
"Army Strong" was developed by McCann Worldgroup, the communications firm the Army hired last December after struggling through a disappointing recruiting year. The overall five-year contract with McCann Worldgroup is valued at $1 billion, with the first two years guaranteed at $200 million annually.
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.
Eric Keshin, chief operating officer at McCann Worldgroup, said in an interview that "Army Strong" represents "an evolution that is moving with the times" to enable the Army to meet its recruiting goals.
The other military services also rely on slogans to spearhead their advertising campaigns. Just last month the Air Force switched its from "Cross Into the Blue" to "Do Something Amazing." The Navy has relied on "Accelerate Your Life" since January 2001, and the Marines have long used "The Few. The Proud."
"Army Strong" cost one BILLION dollars?
Our country is headed for doom.
You can preview the first commercial - http://209.235.231.98/army/ It might not be a bad ad campaign if they stay on theme..
Jack Moroney (RIP)
10-09-2006, 19:15
[Army launching `Army Strong' ad campaign"
So is that a question, an expletive, a line from someone speaking English as a tertiary language trying to acknowledge the power of the Army by bellowing "Army Strong!"? You would think that an organization with a heritage as rich as the United States Army could come up with one identifying statement that captures its essence.
That is the best Army commercial I have every seen by far. Looked like real Soldiers...not specially selected for height/weight proportion, slaying dragons, while climbing a cliff, Marine commercials. I don't know if it is worth the money...but that is a rock solid example of marketing. Good job.
I got to admit I used to dread the Army NG commercials..."In the Army National Guard....YOU CAN!"... reminded me of the Special Olympics.
NousDefionsDoc
10-09-2006, 19:50
So is that a question, an expletive, a line from someone speaking English as a tertiary language trying to acknowledge the power of the Army by bellowing "Army Strong!"? You would think that an organization with a heritage as rich as the United States Army could come up with one identifying statement that captures its essence.
I'm going to go with "Caveman-ese".:D
I'm no creative tv guy, but I would think for that kind of money, they could at least use a verb. I wonder how I can get in on that action? Maybe we could use the True Believer. Show Hadji doing chinups in a mosque like Mr. T in that Rocky movie. Then cut to his bud sharpening a machete on a rock outside a hut. Then flashlights swinging around a dark room and gunfire. Then Hadji's mom wailing over a mound of dirt...
Jack Moroney (RIP)
10-09-2006, 19:52
I'm no creative tv guy, but I would think for that kind of money, they could at least use a verb. .
Damn for that kind of money they can buy any verb they want:D
beedlesw
10-09-2006, 20:09
increasing its cadre of recruiters
Yea, not only did i get a piece of that action, but now I have to sell the army for 3 years with 'Army Strong'? great.
Aequitas
10-09-2006, 21:29
Anyone else think this is a knock off of the LiveStrong theme Lance Armstrong's cancer foundation (LAF) uses?
The Reaper
10-09-2006, 22:01
"If you want to be an `Army of One' you probably want to join the Hell's Angels, not the U.S. Army," he said.
I'm stealing that one.
You would think that an organization with a heritage as rich as the United States Army could come up with one identifying statement that captures its essence.
I think "KILL!" might be a bit over the top. Maybe "WAIT!" would be better. Or "Later!"
TR
Goggles Pizano
10-10-2006, 00:02
I know it's older (yes I served under it) but I think it has always been the most true:
"Pick a service, pick a challenge, set yourself apart; Army, Navy, Air Force, Marines..what a great place, it's a great place to start!" :lifter
As one with no military background, but a parent of one who is on his last few days at Camp McKall this week, I am left with a pretty good feeling after watching the video. Yes, $1 billion should have bought a verb. But all in all, I think its much more pro-"use of military" than prior ad campaigns.
Think of how the US liberal left, the "Global Tyranny and Terror -YES! US Firepower -NO!" crowd reacts to some of the statements in the ad, or their best friends, the "Tyranny and Terror" group.
I would expect some of the statements to be pulled if the White House changes in 08.
Come on now, the images in this will stick with all sorts of people for awhile, I hope.
x SF med
10-10-2006, 06:17
I wonder how many of the ad-guys/gals have BTDT in any way shape or form in the military? Maybe grabbing a few veterans might help bolster the military marketing? Possibly they should focus a little more on the Honor, Integrity, Teamwork and then physical/mental/emotional strength. I'm not an ad guy, but for $1B - I could get some friends that are, and a few FOGs and really kick it up a notch. Overall it's not horrible, but it is missing something, maybe the next campaign should be: "Army, find out who you really are."
(of course, all of us FOGs were in the last hard class of Basic, AIT, ABN, and the Q - so we really know.....)
I'm not an ad guy, ... maybe the next campaign should be: "Army, find out who you really are."
Are you sure you're not an ad guy. That sounds pretty good to me.
Bill Harsey
10-10-2006, 08:36
The fact that the Army goes to a major ad agency for words makes it seem weak.
Weazle23
10-10-2006, 09:14
Reminds me of "Ford Tough".
It is better than "An Army of One". I can't stand that one. I do like the video though, so maybe there will be a few more of similar quality.
racing_snake
10-10-2006, 09:24
I think it sounds like a synonym for the generic aspirin you get at sick call. There could even be a commercial where a soldier is severly injured during training, and is given army strong, and then limps out of the TMC. I'd like the campaign better if it were to the effect, 'you dont have to stop serving when your time is up, STOP LOSS -- ARMY STRONG.'
Snake
The images in the video were certainly inspiring, I really liked that part of the ad.
And I also liked the way it finished with, nothing on this green earth is stronger than the Army. The Marines should like that part..:D
But, I'd like to see them incorporate some thoughts from Soldiers who have served and are serving on the importance of standing up and being counted when it counts, like in the GWOT and how important it is that if I don't do it, who will?
... Overall it's not horrible, but it is missing something, maybe the next campaign should be: "Army, find out who you really are."
Wow.. I really like that one.. I think it's because the very best I've ever heard was "Be All You Can Be" but even that set limits.. "Find Out who you really are" doesn't set limits, but goals. It's actually really good.
Army Strong just... doesn't say anything to me, at all. It's wimpy. It's going to take a lot of very good ad campaigning to catch my interest with that. Granted, I've already been IN and am thus not exactly the primary audience, but still ;)
x SF med
10-10-2006, 13:59
Wow.. I really like that one.. I think it's because the very best I've ever heard was "Be All You Can Be" but even that set limits.. "Find Out who you really are" doesn't set limits, but goals. It's actually really good.
Army Strong just... doesn't say anything to me, at all. It's wimpy. It's going to take a lot of very good ad campaigning to catch my interest with that. Granted, I've already been IN and am thus not exactly the primary audience, but still ;)
Damn, you guys are gonna make me egotistic - it was a spur of the moment thing - and life is something that should have you searching for who you really are anyway, the Army (SF in particular) just makes you really dig down and find it.
Thanks for the compliment.
optactical
10-10-2006, 14:31
You guys got it all wrong, it's pronounced right, but the actual spelling is:
"ARE ME STRONG?":D
Much like the old Alfred E. Newman quote "What, me worry?"
It's based on the need for a campaign that shows a direct reflection in the lowering of standards across the board for recent, current, and future applicants.
NousDefionsDoc
10-10-2006, 14:34
All your strong are belong to us.
The Reaper
10-10-2006, 16:42
Wow.. I really like that one.. I think it's because the very best I've ever heard was "Be All You Can Be" but even that set limits.. "Find Out who you really are" doesn't set limits, but goals. It's actually really good.
Yeah, I always loved the one where the "we do more before breakfast" kid is sitting on the log with the cup of coffee saying "Mornin' Top!" to the 1SG.
I always thought that had they run the commercial for about 30 seconds longer you would have seen what the NCO Corps is all about, as the 1SG smokes the kid into a steaming hole in the ground.
TR
"The strength to get over."
This is in the movie, if I recall. Didn't anyone tell these guys what "getting over" means?
Bill Harsey
10-10-2006, 18:55
"The strength to get over."
This is in the movie, if I recall. Didn't anyone tell these guys what "getting over" means?
I could guess it means something different depending if your located in say San Francisco or, uh, Texas.
Overall it's not horrible, but it is missing something, maybe the next campaign should be: "Army, find out who you really are."
I like it.
Have always loved the "Be All That You Can Be" spots too. Heard a good one today, something with the theme... This we'll defend.
Smokin Joe
10-10-2006, 19:52
I think they should take the below quote and show the actions of a few different "true believers" training for the fight in different environments (i.e. Jungle, Desert, Forest, etc), running, shooting, sitting in class, rucking their ass off, etc. etc. With NDD's below quote narrated.
"Somewhere a True Believer is training to kill you. He is training with minimal food or water, in austere conditions, training day and night. The only thing clean on him is his weapon and he made his web gear. He doesn't worry about what workout to do - his ruck weighs what it weighs, his runs end when the enemy stops chasing him. This True Believer is not concerned about 'how hard it is;' he knows either he wins or dies. He doesn't go home at 17:00, he is home.
He knows only The Cause.
Still want to quit?"
Fade the clip out to a black screeen and end it "Still want to quit" Or "Who's going to stop him?" Some sort of challenge.
Just my .02 cents
I could guess it means something different depending if your located in say San Francisco or, uh, Texas.
Well, we all know where YOUR mind is, Mr. Bill.
I was referring to shamming.
I think they should take the below quote and show the actions of a few different "true believers" training for the fight in different environments (i.e. Jungle, Desert, Forest, etc), running, shooting, sitting in class, rucking their ass off, etc. etc. With NDD's below quote narrated.
"Somewhere a True Believer is training to kill you. He is training with minimal food or water, in austere conditions, training day and night. The only thing clean on him is his weapon and he made his web gear. He doesn't worry about what workout to do - his ruck weighs what it weighs, his runs end when the enemy stops chasing him. This True Believer is not concerned about 'how hard it is;' he knows either he wins or dies. He doesn't go home at 17:00, he is home.
He knows only The Cause.
Still want to quit?"
Fade the clip out to a black screeen and end it "Still want to quit" Or "Who's going to stop him?" Some sort of challenge.
Just my .02 cents
This is eleventy bazillion times better than this "Army Strong" nonsense, and it didn't even cost a billion greenbacks.
I'd bet you'd only charge a couple hundred mil and some change.
Smokin Joe
10-10-2006, 20:35
This is eleventy bazillion times better than this "Army Strong" nonsense, and it didn't even cost a billion greenbacks.
I'd bet you'd only charge a couple hundred mil and some change.
Na, I couldn't take any credit for NDD's quote that is all his.
But for the idea of putting it together: I'll take a weight pile, a suspended 25 foot rope for climbing, a flat range with electric moving and spining targets plus all the ammo I can shoot until I die. Oh and enough money to support this board indefindently.
Give the change to NDD's and his Boys.
A good video of what the Army's about...
http://mfile.akamai.com/21772/wmv/gannett.download.akamai.com/21772/streaming/wmv/bootsontheground.asx
:lifter
x SF med
11-02-2006, 18:51
Excellent video - makes me want to re-enlist and get back in the game. the only issue is, I've been out longer than some of the current kids have been alive.
Hey, me too! I just wish I was 30 years younger and humping the mountains of Afghanistan or back in the RPI. However, being a high school principal now gives me enough reasons to remain busy and relatively "young at heart." :D
x SF med
11-02-2006, 21:15
Maybe being a HS Principal is like being in a CZ, at least from what friends around here tell me. You're still in the fight, and using the skills you learned in SF.
MoonAngel
11-03-2006, 08:13
That was a fantastic video. Thanks for sharing!
Ghostrider
11-05-2006, 15:53
Sounds "caveman" to me as well. How about something like "Do YOU have what it takes? Step up and find out."....Or to borrow from the movie Gladiator "Strength and Honor".... OR better yet instead of $1 Billion going to some ad agency, set up a scholarship for the Soldier who comes up with the best slogan.
james13f
11-10-2006, 22:15
Why try and invent the wheel? How about "This We'll Defend"?
I always thought that "This We'll Defend" has some great ad potential... Have the Drill Sergeant badge on the screen, then zoom out with some gee-whiz special effects to a Drill Sergeant and some basic trainees doing some "fun" task. Then end the commercial with the new soldier finally at his unit doing his job etc etc.
Actually, I'll take the dead haji+wailing mother commercial. THAT has potential.
I wouldn't mind seeing that video clip of the guy with the RPG getting some machine gun rounds to the head used in an ad.
Kyobanim
11-11-2006, 05:26
I've been watching th e new commercials and they are great! Much better on a tv than a pc screen. The message comes across in the right way.
I think they should take the below quote and show the actions of a few different "true believers" training for the fight in different environments (i.e. Jungle, Desert, Forest, etc), running, shooting, sitting in class, rucking their ass off, etc. etc. With NDD's below quote narrated.
"Somewhere a True Believer is training to kill you. He is training with minimal food or water, in austere conditions, training day and night. The only thing clean on him is his weapon and he made his web gear. He doesn't worry about what workout to do - his ruck weighs what it weighs, his runs end when the enemy stops chasing him. This True Believer is not concerned about 'how hard it is;' he knows either he wins or dies. He doesn't go home at 17:00, he is home.
He knows only The Cause.
Still want to quit?"
Fade the clip out to a black screeen and end it "Still want to quit" Or "Who's going to stop him?" Some sort of challenge.
Just my .02 cents
Here it is (your challenge, and the new army slogan ): "Army. Are You?"
I used Spartan inspiration for the saying, as they were notoriously men of few words. Soldiers will say to each other and to themselves, "Are you?"
Radar Rider
11-13-2006, 16:54
I've been watching th e new commercials and they are great! Much better on a tv than a pc screen. The message comes across in the right way.
I find that I must concur. They are well done, and actually tie it all together. Maybe 'Army Strong' isn't so bad, afterall.
I've been watching th e new commercials and they are great! Much better on a tv than a pc screen. The message comes across in the right way.I've NOT seen a "new" Army commercial yet!:confused:
Stay safe.
x SF med
11-13-2006, 17:34
I've been watching th e new commercials and they are great! Much better on a tv than a pc screen. The message comes across in the right way.
Saw my first one last night during a football game - still don't know about the "...get over..." line, I guess it's a BTDT thing, and the target audience doesn't understand it. Overall the commercials aren't bad.