The controversial “an Army of one” campaign is now history.
The Army has two words for its new slogan â€” â€œArmy strong.â€
Army Secretary Francis Harvey unveiled the new slogan and television advertisements this morning at the opening ceremony of the annual meeting of the Association of the United States Army. The announcement was punctuated by loud applause and cheers from the mostly Army audience.
â€œArmy strongâ€ replaces â€œan Army of one.â€
Created by Leo Burnett Worldwide, â€œan Army of oneâ€ had been the Armyâ€™s recruiting slogan since 2001.
â€œArmy strongâ€ is intended to evoke soldiersâ€™ physical and emotional strength, and the advertisement pushes strength of character and strength of purposes.
The Army plans to roll out the advertisements on November 9.
McCann Erickson of New York took over the Armyâ€™s advertising contract in March. Some of the companyâ€™s other clients include MasterCard, Black & Decker, Johnson & Johnson, and Microsoft.
The Army contract is estimated to be worth up to $1.35 billion for up to five years.
Sgt. Hook has the new video and is asking for comments. As one who nevered cared for the previous slogan and felt it ran counter to the teamwork nature of the Army, I think it’s a huge improvement. It emphasizes the right messages and the different kinds of strength possessed while coming across as both inspirational and powerful. I dig the music, too.
By the way, the Army Times article goes on to list all of the campaign slogans the Army has used since becoming an all-volunteer force, and they are as follows:
- â€œTodayâ€™s Army wants to join youâ€: 1971-73.
- â€œJoin the people whoâ€™ve joined the Armyâ€: 1973-1979.
- â€œThis is the Armyâ€: 1979-1981.
- â€œBe all you can beâ€: 1981-2001.
- â€œAn Army of oneâ€: 2001-2006.
- â€œArmy strongâ€: Starts now
Looking at the field, it’s easy to see why “Be all you can be” enjoyed such a long run — the others are pretty weak. Now, though, that slogan may slip into second place.