The U.S. Army pulled two ads at the heart of its latest recruiting campaign featuring narration by actor Jonathan Majors after he was arrested in New York on charges of strangulation, assault and harassment. A lawyer for Majors denied any wrongdoing.
The Army ads, titled “Overcoming Obstacles” and “Pushing Tomorrow,” are part of the plan to revive the Army’s “Be All You Can be” motto. They highlighted the history of the Army and some of the many professions that recruits can pursue.
The “Be All You Can Be” slogan dominated its recruiting ads for two decades starting in 1981. A nearly two-minute preview video, made available before the campaign rollout in early March, featured soldiers jumping out of airplanes, working on helicopters, climbing obstacle courses and diving underwater. A voiceover said: “We bring out the best in the people who serve, because America calls for nothing less.”the service fell 25% short of its goal to enlist 60,000 recruits in 2022.
Army Secretary Christine Wormuth said the Army has set a difficult goal for this year: aiming to bring in 65,000 recruits, which would be 20,000 more than in 2022.
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