Did the Army waste $117 million on “Be All You Can Be” rebrand?

March 28, 2023

The United States Army has halted its new multi-million-dollar advertising campaign, “Be All You Can Be”, after the featured actor, Jonathan Majors, was arrested on charges of assault, strangulation, and harassment.

The Army Times reported that Majors, who stars as the on-screen narrator in the first wave of advertisements, was arrested after a 911 call at an apartment in the Chelsea neighborhood of New York City.

The Army yanked commercials featuring Jonathan Majors after his arrest on charges of strangulation, assault and harassment last weekend. Now they're working to quickly pull together some new recruiting ads to air during the NCAA’s Final Four. https://t.co/K6KQTm6zur

— The Associated Press (@AP) March 29, 2023

According to a police official, officers found Majors and a 30-year-old woman with injuries to her head and neck. The woman was taken to a local hospital for treatment, and the police conducted a preliminary investigation before arresting Majors. The case involved a “domestic dispute”, according to the police.

Following the arrest, Majors’ criminal defense lawyer, Priya Chaudhry, issued a statement stating that they are “quickly gathering and presenting evidence to the District Attorney with the expectation that all charges will be dropped imminently.” The evidence reportedly includes video footage and witness testimony, but it remains unclear what grounds the defense will be using to contest the charges against Majors.

The “Be All You Can Be” advertising campaign has been an iconic part of American television for decades, and the Army had hoped that the new initiative would help attract a new generation of recruits. The decision to pause the campaign underscores the military’s commitment to upholding high standards of conduct and integrity.

The Army has stated that it takes allegations of misconduct very seriously and that it will continue to cooperate with authorities as the investigation into the incident progresses. Domestic disputes are a serious matter, and the military has emphasized its commitment to upholding high standards of conduct and integrity.

Majors is a rising star in Hollywood, with a growing number of high-profile roles. His casting as the on-screen narrator for the Army’s new advertising campaign was seen as a significant win for the military, and his arrest has come as a shock to many.
It remains to be seen what the outcome of the investigation into the incident will be, and whether the Army’s advertising campaign will be resumed. For now, the focus will be on ensuring that justice is served, and the truth about the incident is fully established.