The U.S. Army is bringing back its iconic “Be All You Can Be” slogan as part of a new ad campaign aimed at recruiting Gen Z.
The campaign, which was launched on Monday, seeks to attract young people by highlighting the opportunities for personal and professional growth that a career in the Army can provide.
The “Be All You Can Be” slogan was first used by the Army in the 1980s and 1990s and is widely regarded as one of the most successful and recognizable ad campaigns in military history. The new campaign builds on this legacy, using updated versions of the classic slogan and imagery to appeal to a new generation of recruits.
Be All You Can Be. pic.twitter.com/8TCD7Bpwp2
— SMA Michael Grinston (@USArmySMA) March 8, 2023
The campaign also emphasizes the Army’s commitment to diversity and inclusion, showcasing soldiers from a wide range of backgrounds and experiences. It also highlights the Army’s efforts to support its soldiers both on and off the battlefield, including mental health services and opportunities for education and training.
The new ad campaign comes at a critical time for the Army, which has struggled in recent years to meet its recruiting goals. The Army has faced stiff competition from other branches of the military, as well as from private sector employers who offer competitive salaries and benefits packages.
The Army hopes that the new campaign will help to reverse this trend and attract more young people to consider a career in the military. The campaign will be rolled out across a range of media channels, including social media, television, and billboards.
While the campaign has received some criticism from those who question the Army’s messaging and recruitment tactics, many have praised the new ad campaign for its focus on personal growth and the positive aspects of military service.
Overall, the Army’s new ad campaign represents a bold and ambitious effort to recruit a new generation of soldiers and meet the challenges of the 21st century.
Editor’s Note: As a proud Army grunt who served for seven years at the beginning of the GWOT, I cannot be more proud of the Army’s Infantry Corps. The rest of the branch, however, has not ceased to embarrass even the hardest of us for the past two decades… From the swap to the ACU – the most ridiculous camo pattern ever conceived – to egregious slogans like “Army of One”, the branch appears to have been run by the Good Idea Fairy herself until recent years. I sincerely hope that this return to our motto from the 80s signals a return to the grit and pride from that era as well. I guess we’ll see.