US Army Steps Away And Brings Back “Be All You Can Be” Ad Campaign To Fight Recruiting Crisis

The Army is bringing back one of its most successful ad campaigns with the slogan from the 1980s and 1990s era – “Be all you can be” – as it looks appealing to Generation Z.

On Monday, the affiliate rolled out a new ad touting the slogan amid a sharp drop in soldier recruitment as it recently had 15,000 soldiers short of its planned target of 60,000, according to Military.com.

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“It has never been more important to recruit and retain the talented men and women who make our army the greatest fighting force in the world,” said Army Senior Sergeant Major Michael Greenston; General James McConville, the army’s top officer, and Secretary of the Army Christine Wormuth said in a joint statement. “People are the greatest strength of the United States Army and our number one priority. They enable us to fulfill our very purpose: to defend our nation by being ready to fight and win the nation’s wars.”

The army was the only type of army fail to hit its 2022 recruiting target, though it wasn’t the only branch that struggled. In fact, the Marine Corps, Air Force, and Navy have experienced recruitment difficulties, forcing them to dig through their deferred entry program recruit pool, making it impossible for them to complete their recruiting tasks for 2023.

The new ads omit the “What’s Your Warrior” campaign, which aimed to encourage young people to enlist in a range of high-tech fields rather than combat units, which are a tiny minority of the service.

The new ad focuses on army combat roles, in which soldiers train with weapons in the field.

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Like other branches of the military, the Army ran into problems when trying to recruit Generation Z members, for example, many of them did not meet height and weight standards, which made them ineligible to serve.

In response, the service expanded its preliminary basic training course to help potential soldiers get into shape.