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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
29 years after Desert Storm, an Air Force general says we’ve forgotten the lessons that made it so successful
When Air Force Gen. Chuck Horner (ret.) took to the podium at the dedication of the National Desert Storm and Desert Shield Memorial site in Washington D.C. last February, he told the audience that people often ask him why a memorial is necessary for a conflict that only lasted about 40 days.
Horner, who commanded the U.S. air campaign of that war, said the first reason is to commemorate those who died in the Gulf War. Then he pointed behind him, towards the Vietnam Veterans Memorial, where the names of over 58,000 Americans who died in Vietnam are etched in granite.
"These two monuments are inexorably linked together," Horner said. "Because we had in Desert Storm a president and a secretary of defense who did the smartest thing in the world: they gave the military a mission which could be accomplished by military force."
The Desert Storm Memorial "is a place every military person that's going to war should visit, and they learn to stand up when they have to, to avoid the stupidness that led to that disaster" in Vietnam, he added.
Now, 29 years after the operation that kicked Saddam Hussein's Iraqi army out of Kuwait began, the U.S. is stuck in multiple wars that Horner says resemble the one he and his fellow commanders tried to avoid while designing Desert Storm.
Horner shared his perspective on what went right in the Gulf War, and what's gone wrong since then, in an interview last week with Task & Purpose.
The Navy SEAL accused of strangling Army Special Forces Staff Sgt. Logan Melgar was promoted to chief petty officer two months after Melgar's death, according to a new report from The Daily Beast.
US troops are still ready to 'fight tonight' against North Korea despite canceled exercises, general says
U.S. troops are still ready to "fight tonight" against North Korea despite the indefinite suspension of major military training exercises on the Korean peninsula, Pentagon officials said Tuesday.
March Air Reserve Base in California will host nearly 200 U.S. citizens who were flown out of Wuhan, China due to the rapidly-spreading coronavirus, a Defense Department spokeswoman announced on Wednesday.
"March Air Reserve Base and the Department of Defense (DoD) stand ready to provide housing support to Health and Human Services (HHS) as they work to handle the arrival of nearly 200 people, including Department of State employees, dependents and U.S. citizens evacuated from Wuhan, China," said Pentagon press secretary Alyssa Farah in a statement on Wednesday.
Wuhan is the epicenter of the coronavirus, which is a mild to severe respiratory illness that's associated with symptoms of fever, cough and shortness of breath, according to the Centers for Disease Control and Prevention.
The virus has so far killed 132 people and infected nearly 6,000 others in China, according to news reports.