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‘An Army of One’ is out: Service Unveils New Slogan

Filed under: — Gunner @ 10:09 pm

The controversial “an Army of one” campaign is now history.

The Army has two words for its new slogan — “Army strong.”

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.

“Army strong” replaces “an Army of one.”

Created by Leo Burnett Worldwide, “an Army of one” had been the Army’s recruiting slogan since 2001.

“Army strong” is intended to evoke soldiers’ 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 Army’s advertising contract in March. Some of the company’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:

  • “Today’s Army wants to join you”: 1971-73.
  • “Join the people who’ve joined the Army”: 1973-1979.
  • “This is the Army”: 1979-1981.
  • “Be all you can be”: 1981-2001.
  • “An Army of one”: 2001-2006.
  • “Army strong”: 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.

2 responses to “‘An Army of One’ is out: Service Unveils New Slogan”

  1. SgtJon says:

    See the counterstrike: “Army Wrong” – “There’s wrong and there’s ARMY WRONG”

  2. Candy Blast Mania android cheat…

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