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by After five years of "An Army of One," the U.S. Army is changing its recruiting slogan in an effort to better relate to its target audience.
Last December, the Army hired McCann-Erickson as its new advertising agency after missing its recruiting goal for 2005 by 8%. Since changing advertising firms, the Army has met its recruiting goal of 80,000 for FY 2006, albeit after raising the eligible age from 35 to 42 and adding 1,500 recruiters to the ranks. The Army's contract with McCann-Erikson, the agency that created MasterCard's popular "Priceless" ad campaign, is reportedly valued in excess of $1 billion over five years. And after ten months and almost $200 million worth of research and development, the new slogan is ... "Army Strong." The Army is expected to officially launch the new recruiting campaign over Veteran's Day weekend.
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0 Nerd-Its
I've seen it
I've seen the commercial, and it makes me want to go out and join whatever organization it is they are advertising for. Just kidding, all cynicism aside, the new commercials are good, and emphasize some of the better things of the Army - strength, honor, teamwork. Made me feel all gooey inside when I saw it.
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0 Nerd-Its
Let the boys in the field chose
I personally liked, "Be All You Can Be." But what the heck, I am just a tax payer. I would of saved the $200 million and added more troops. Let the boys on the front line doing the work have a poll and vote for final slogan, this would be a moral booster, plus you might get one most excellent slogan! Something like, "Join Now, We Want Do You Wrong." Or "So You Want To Be a Pilot." Maybe "You can Trust Your Uncle Sam."
Way things are going, I think we need to raise the recruitment numbers up from 80,000 to 200,000 or more. Maybe even a draft!
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0 Nerd-Its
Should be "Back-Door Draft"
My friend, a ROTC grad, was released from active duty in August of this year, after serving four years, one of which was in Iraq. In September they called him up form the IRR (Individual Ready Reserve) to serve 12-18 months in an AC/RC job.
You never see the figures in the news, but I would be interested to know how many folks have been called up for IRR. I hear they like to get West Point grads a month or two before their 8-year IRR time expires (although to be fair I don't know any actual examples, just hearsay). Does anyone have any peers who have been called up, or have any links to stories about IRR?
The Army's new slogan should be the one coined by John Kerry: "Back-Door Draft."
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Reserving judgement by mikeforbes :: NR6 :: Show
I don't know. Maybe it'll make more sense in the context of the actual commercial spots, but to me this sounds waaaay too close to "HULK SMASH!"
And this from the MasterCard "Priceless" people. I wonder, if it took almost a year and $200 million to come up with this ... what potential slogans did they reject?
At least it's descriptive. After more than five years, I still don't know what the hell "An Army of One" means.