Army Updates Pitch for Recruiting GIs
- Share via
From Times Wire Reports
The Army is dropping its nearly two decade-old “Be all you can be” slogan as part of a $150-million ad campaign aimed at recruiting a new generation of soldiers. The new slogan, “An Army of one,” was created by the Chicago-based ad agency Leo Burnett, which was hired by the Army last summer in hopes of improving its pitch to potential recruits. The new campaign is scheduled to premiere during the NBC sitcom “Friends” Thursday. The theme is in response to research that shows young people view military life as dehumanizing.
Sign up for Essential California
The most important California stories and recommendations in your inbox every morning.
You may occasionally receive promotional content from the Los Angeles Times.
