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Army Debuts New Slogan In Recruiting Commercials
Washington Post ^ | November 22, 2006 | ann Scott Tyson

Posted on 11/22/2006 11:55:37 AM PST by BeAllYouCanBe

The Army, facing another tough recruiting season, launched a $200 million-a-year advertising campaign this month and unveiled a new slogan: "Army Strong." The campaign's core message is that the Army builds not only physical but also mental and emotional strength in recruits, bonding them into a powerful, close-knit team. "There's strong, and then there's Army strong," a deep male voice intones as martial music rises from a brass band in the background. The television ads, launched nationwide for Veterans Day along with Internet placements and other outreach, omit all but the most fleeting images related to the all-volunteer Army's biggest endeavor ever: the war in Iraq. The main 30- and 60-second ads show soldiers jogging in formation, scaling a rope obstacle course and leaping out of a helicopter -- all take place in what appear to be familiar, grassy, domestic settings. The only brief glimpse of what could possibly be Iraq is of a group of soldiers hastily raising a tent -- although, unlike others in the ad, these soldiers wear no helmets or body armor. There are obvious reasons the Army might not want to underscore to potential recruits, and their parents, that signing up these days almost inevitably means deployment to combat zones in Afghanistan or Iraq, where the majority of the more than 2,850 killed and 21,000 wounded have been soldiers. The Army missed its fiscal 2005 recruiting target by more than 6,000 soldiers but rebounded last year with the aid of thousands of added recruiters, a doubling of the maximum enlistment bonus to $40,000 and some eased standards. The Army begins fiscal 2007 with another hefty target of 80,000 recruits and only about 15 percent already in the pipeline -- compared with a goal of 25 to 30 percent.

(Excerpt) Read more at washingtonpost.com ...


TOPICS: Culture/Society; Government; Miscellaneous
KEYWORDS: army; armyofjuan; armyofone; armystrong; defense; slogan
'Be All You Can Be' could have gone on forever. It's such an evergreen thing," another Army official said wistfully.
1 posted on 11/22/2006 11:55:38 AM PST by BeAllYouCanBe
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To: BeAllYouCanBe

John Kerry's proposal: "If you're dumb as a rock, Uncle Sam wants you."


2 posted on 11/22/2006 11:57:24 AM PST by Brilliant
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To: BeAllYouCanBe

I personally like, "The US Army, killing people and breaking things since 1775."


3 posted on 11/22/2006 11:57:48 AM PST by Hydroshock ( (Proverbs 22:7). The rich ruleth over the poor, and the borrower is servant to the lender.)
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To: BeAllYouCanBe

The go from one lame theme to an even lamer theme. Army of one ? Show me an army of one and I'll show you defeat!


4 posted on 11/22/2006 12:02:36 PM PST by John Lenin (The most dangerous place for a child in America is indeed in its mother's womb)
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To: BeAllYouCanBe

I felt the same way about that one. That was a good slogan. Seems the only things they're keeping the same are core training and tactics.


5 posted on 11/22/2006 12:04:09 PM PST by wastedyears ("By failing to prepare, you are preparing to fail." - Benjamin Franklin)
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To: BeAllYouCanBe
Army Strong commercial
6 posted on 11/22/2006 12:09:22 PM PST by bnelson44 (Proud parent of a tanker! (Welcome Home, son! You and your comrades are our heroes!))
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To: John Lenin

"An Army of One" didn't last very long, did it? That may work in peacetime, but if you're going to fight it is good to have some backup. That's the point of having an army.


7 posted on 11/22/2006 12:10:30 PM PST by joylyn
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To: wastedyears
That was a good slogan

I've always liked the Marines, "The few, the proud".

The Airforce, "Aim High", doesn't resonate with me -- I think that this is important though it is kind of an identity factor.

8 posted on 11/22/2006 12:11:52 PM PST by BeAllYouCanBe (Until Americans love their own children more than they love Nancy Pelosi this suicide will continue.)
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To: BeAllYouCanBe

Army Strong Website


9 posted on 11/22/2006 12:12:00 PM PST by bnelson44 (Proud parent of a tanker! (Welcome Home, son! You and your comrades are our heroes!))
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To: BeAllYouCanBe
Sounds like a deodorant commercial.


Try new Left Guard!

ARMY STRONG

But gentle enough for a civillian.

10 posted on 11/22/2006 12:13:37 PM PST by Sensei Ern (http://www.myspace.com/reconcomedy - For a good time visit www.laurelbaptisttemple.org)
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To: BeAllYouCanBe
"Army Strong"? What the hell? Couldn't they have at least dispelled the John Kerry belief by making it a complete sentence?? Geez!!!

"Army strong. Bizarro stronger!"


11 posted on 11/22/2006 12:14:26 PM PST by Bluegrass Conservative
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To: Brilliant










12 posted on 11/22/2006 12:15:21 PM PST by MPJackal ("If you are not with us, you are against us.")
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To: Bluegrass Conservative
Watch the commercial. It's great.

Army Strong commercial

13 posted on 11/22/2006 12:15:26 PM PST by raybbr (You think it's bad now - wait till the anchor babies start to vote.)
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To: joylyn
but if you're going to fight it is good to have some backup

Exactly, the Army is about the synergy of thousands of people. It's like saying a fooball team of one ...
14 posted on 11/22/2006 12:15:35 PM PST by John Lenin (The most dangerous place for a child in America is indeed in its mother's womb)
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To: Hydroshock
"The US Army, killing people and breaking things since 1775."

...and paying you to do it. :-)

15 posted on 11/22/2006 12:15:44 PM PST by TChris (We scoff at honor and are shocked to find traitors among us. - C.S. Lewis)
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To: bnelson44

retry: Army Strong Website


16 posted on 11/22/2006 12:16:27 PM PST by bnelson44 (Proud parent of a tanker! (Welcome Home, son! You and your comrades are our heroes!))
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To: BeAllYouCanBe

Okay, I thought the "Kerry Smart" Scrappleface parody was funny anyway, but now that I've seen the commercial it was actually parodying I understand the complete genius of it.


17 posted on 11/22/2006 12:18:37 PM PST by RichInOC ("There's smart...and then there's John Kerry smart.")
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To: bnelson44
I am in an unusual position I have two children - a boy and and girl. Both of my kids are Army veterans. My daughter was an infantry unit armor and my son was 11B (Grunt) and was part of the Iraq invasion in 2003.

I did notice that after training both kids became very strong and spent a lot of time in the gym. Getting strong is part of the culture but it helps you get the job done.

I think it was Patton who said that physical fitness is the most important quality a soldier can have.
18 posted on 11/22/2006 12:22:17 PM PST by BeAllYouCanBe (Until Americans love their own children more than they love Nancy Pelosi this suicide will continue.)
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To: BeAllYouCanBe

I liiike it.


19 posted on 11/22/2006 12:22:53 PM PST by Edit35
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To: BeAllYouCanBe

Sounds like a deodorant ad.


20 posted on 11/22/2006 12:30:10 PM PST by LZ_Bayonet
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To: BeAllYouCanBe

thanks for your note. Have you seen the commercial? I think you would like it:

http://www.blackfive.net/main/2006/10/army_strong.html


21 posted on 11/22/2006 12:30:38 PM PST by bnelson44 (Proud parent of a tanker! (Welcome Home, son! You and your comrades are our heroes!))
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To: BeAllYouCanBe
The Airforce, "Aim High", doesn't resonate with me -- I think that this is important though it is kind of an identity factor.

That should read: "Air Force, free Golf for life!"

22 posted on 11/22/2006 12:46:30 PM PST by Yo-Yo (USAF, TAC, 12th AF, 366 TFW, 366 MG, 366 CRS, Mtn Home AFB, 1978-81)
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To: BeAllYouCanBe

Just curious...was your daughter a 45B or 45K? Assigned to an FSB or MSB? She wasn't actually assigned to an infantry unit as per manning table, was she...? I appreciate their service...


23 posted on 11/22/2006 1:15:58 PM PST by nicko (CW3 (ret.) CPT, you need to just unass the AO; I know what I'm doing- Major, you're on your own.)
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To: nicko

My daughter was a 92Y which is a supply specialist but she got into fixing weapons which is part of the job.

She was with the HHQ company 2ID in Korea and was about 6 miles from the DMZ. In the states she was at another HHQ company in Benning.

I don't know what a FSB or MSB is.


24 posted on 11/22/2006 1:23:49 PM PST by BeAllYouCanBe (Until Americans love their own children more than they love Nancy Pelosi this suicide will continue.)
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To: BeAllYouCanBe

Forward support battalion (attached to a brigade or regiment) or Main support battalion (division).


25 posted on 11/22/2006 1:44:28 PM PST by 91B (God made man, Sam Colt made men equal)
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To: BeAllYouCanBe

ah, I see...sounds like she was either at Red Cloud or Casey...FSB and MSB is Forward Supply Battalion/Main Supply Battalion, respectively, although I think the Army has realigned those functions recently...good luck to all of you, and have a great Thanksgiving...


26 posted on 11/22/2006 2:09:06 PM PST by nicko (CW3 (ret.) CPT, you need to just unass the AO; I know what I'm doing- Major, you're on your own.)
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To: nicko

Camp Casey.


27 posted on 11/22/2006 2:16:41 PM PST by BeAllYouCanBe (Until Americans love their own children more than they love Nancy Pelosi this suicide will continue.)
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