Get Task & Purpose in your inbox
The Army's new marketing spot is basically 'Avengers Assemble!' for Gen Z
The Army's first commercial for its new 'What's Your Warrior' marketing campaign is here, and it's basically the equivalent of 'Avengers Assemble!' for the next great generation of soldiers.
Published to YouTube on Saturday, the new 60-second spot is part of the service's new push to attract new recruits from that cohort of pesky youths known as 'Generation Z,' a goal the service seeks to achieve by emphasizing the opportunities offered by a career in the Army and not just the work itself.
"You've got to surprise them," Brig. Gen. Alex Fink, the Army's chief of enterprise marketing, previously told Task & Purpose of Gen Z. "So when we show a commercial or an ad that shows the very intense combat role — which a lot of our ads, a lot of our other sister services ads do — we're not surprising them, they already know that about the Army."
"The idea is, if you think about a Marvel-type series, and it was how these characters, heroes, came together and it wasn't any individual that defeated evil. It was the power of the team that defeated evil," Fink said of the new marketing spot, referencing the popular Avengers franchise. "And that's how we see that rolling out, is it's the team and all of the skill sets and talents that they bring is what it takes to win."
The new spot appears to deliver on Fink's vision. The video opens with an action shot of Army aviators piloting helicopters through a treacherous crevasse, set to Chicago's '25 Or 6 To 4' (Fink had previously told Task & Purpose that the new spots would include remixes of popular songs).
Then, true to Fink's word, the ad quickly veers into "surprising" territory: the next shot shows a swirling mass of cells dividing to reveal a simple message — "Split Cells" — at the hands of a lab coated scientists, likely intended to highlight the Army's role as a booster in a career in the science, technology, engineering, and mathematics (STEM) fields.
The following shots ping-pong across various Army disciplines, from a sniper waiting patiently in a field ("Master The Elements"), to an engineer working a series of relays ("Speak New Languages"), to a trio of Army techs beaming a message to an orbiting satellite ("Command The Tools Of Tomorrow") before closing on a shot of a paratrooper watching his fellow soldiers descend into a field around him.
The closing message? "We Are A Team Of Unique And Powerful Individuals. Join Forces With Us."
Translation: More Chicago, all the time!
Chicago - 25 Or 6 To 4 (HD) www.youtube.com
Task & Purpose Army reporter Haley Britzky contributed reporting
For one veteran who fought through the crossfires of German heavy machine guns in the D-Day landings, receiving a Congressional Gold Medal on behalf of his service and that of his World War II comrades would be "quite meaningful."
Bills have been introduced in the House and Senate to award the Army Rangers of World War II the medal, the highest civilian award bestowed by the United States, along with the Presidential Medal of Freedom.
BANGKOK (Reuters) - Defense Secretary Mark Esper expressed confidence on Sunday in the U.S. military justice system's ability to hold troops to account, two days after President Donald Trump pardoned two Army officers accused of war crimes in Afghanistan.
Trump also restored the rank of a Navy SEAL platoon commander who was demoted for actions in Iraq.
Asked how he would reassure countries such as Afghanistan and Iraq in the wake of the pardons, Esper said: "We have a very effective military justice system."
"I have great faith in the military justice system," Esper told reporters during a trip to Bangkok, in his first remarks about the issue since Trump issued the pardons.
On a military base, a black flag is bad news. That means it's too hot outside to do anything strenuous, so training and missions are put off until conditions improve.
As the climate changes, there could be plenty more black flag days ahead, especially in Florida, a new analysis from the Union of Concerned Scientists found. America's military bases could see an average of an extra month of dangerously hot days by mid-century. In Florida, they could quadruple.
Pentagon data shows heat-related illnesses and injuries are on the rise in every branch of the military. Last year, nearly 2,800 troops suffered heatstroke or heat exhaustion, a roughly 50 percent jump from 2014.
"I think most of us, if we hear there are tens of thousands of cases of heat stress in our troops every year, our minds would go to where they were deployed," said Kristy Dahl, a senior climate scientist at UCS and the lead author of the study. "But more than 90% of the military cases of heatstroke happened right here at home."
BANGKOK (Reuters) - The United States and South Korea said on Sunday they will postpone upcoming military drills in an effort to bolster a stalled peace push with North Korea, even as Washington denied the move amounted to another concession to Pyongyang.
The drills, known as the Combined Flying Training Event, would have simulated air combat scenarios and involved an undisclosed number of warplanes from both the United States and South Korea.
An opening ceremony will be held Monday on Hawaii island for a military exercise with China that will involve about 100 People's Liberation Army soldiers training alongside U.S. Army counterparts.
This comes after Adm. Phil Davidson, head of U.S. Indo-Pacific Command, spoke on Veterans Day at Punchbowl cemetery about the "rules-based international order" that followed U.S. victory in the Pacific in World War II, and China's attempts to usurp it.
Those American standards "are even more important today," Davidson said, "as malicious actors like the Communist Party of China seek to redefine the international order through corruption, malign cyber activities, intellectual property theft, restriction of individual liberties, military coercion and the direct attempts to override other nations' sovereignty."