March 06, 2023

Army's New Ad Campaign Brings Back 'Be All You Can Be' As It Courts Gen Z


Journalist: Steve Beynon

The new ad centers around the Army's combat role featuring soldiers training with weapons and largely focused on troops in the field. The shift in tone comes as U.S. fighting in the Middle East and Africa has tamped down after two decades of the Global War on Terrorism. Gone are any mentions of big-ticket benefits such as free college tuition and a Department of Veterans Affairs-backed home loan, programs that had been a focal point of recent Army pitches.

"I think if someone is after something strictly monetary, there are other options, but this highlights a call to service," Katherine Kuzminski, a military policy expert at Center for a New American Security, a Washington D.C.-based think tank, told "For cyber, there is no bonus that can be offered that a tech company cannot provide. But showing how military service is unique can do something that increases interest."

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  • Katherine L. Kuzminski

    Deputy Director of Studies, Director, Military, Veterans, and Society Program

    Katherine L. Kuzminski (formerly Kidder) is the Deputy Director of Studies, and the Director of the Military, Veterans, and Society (MVS) Program at CNAS. Her research special...