As the NCAA Final Four Tournament kicks off this Saturday, the U.S. Army is taking a unique approach to its advertising campaign.
Instead of featuring actor Jonathan Majors, who has been accused of assault in an incident that occurred over the weekend, the Army will be repurposing existing footage and unused material from its “Be All You Can Be” campaign.
Maj. Gen. Alex Fink, head of Army Enterprise Marketing, confirmed that they have enough “brand new creative ads” to show during the Tournament, and that they are able to make use of the majority of their $70 million advertising buy.
He added that the majority of the footage used in the “Overcoming Obstacles” and “Pushing Tomorrow” commercials did not feature the narrator, allowing them to go back and produce “basically new commercials.”
The $117 million campaign was slated to include TV spots, digital and physical ads, as well as online and social media placements on Facebook, Twitter and Instagram. Majors was selected as the face of the campaign due to his performance in Lovecraft Country and his outspokenness about his family’s history of service.
Fortunately, the Army is still able to make use of their investment, and the new commercials will serve as an inspiring message to potential enlistees.
Jonathan Majors Faces Harassment Charges After Altercation
Actor Jonathan Majors, who stars in the recently released film Creed III, has been accused of assault and harassment following an incident with a woman in a New York apartment.
The woman, who has not been named, reported to police that she was allegedly assaulted by Majors on Saturday in what police said was a domestic dispute. She alleged that Majors had slapped her and placed his hand on her neck, causing her significant pain.
Actor’s lawyers have denied any wrongdoings, asserting that he was actually a victim of the altercation. They have pointed to video footage and witness testimony supporting their claim and have stated that the woman has since recanted her allegations.
The NYPD confirmed that the woman was taken to hospital with minor head and neck injuries. Majors, who was arrested on Saturday, is no longer in police custody.
In light of the incident, the US army announced it would temporarily pull advertisements featuring Majors that are part of a campaign to help with recruitment efforts. The Army’s Enterprise Marketing Office has deemed it prudent to remove the ads featuring Majors until the investigation into the allegations against him is complete, as he is innocent until proven guilty.
Majors recently made an appearance at the Oscars, where he presented an award, and has since had a successful career with roles in The Last Black Man in San Francisco, The Harder They Fall, Ant-Man and The Wasp: Quantumania, and Creed III.
What’s “Be All You Can Be” Campaign?
Secretary of the Army Christine Wormuth, Army Chief of Staff Gen. James McConville, and Sgt. Maj. of the Army Michael Grinston announced the Army’s new brand launch and accompanying campaign. The reengineered five-point star logo, the popular “Be All You Can Be” tagline, and a custom font create a visual identity that reflects today’s Army. This new brand launch redefines what it means to “Be All You Can Be”.
To illustrate the Army’s long and storied history, actor Jonathan Majors has narrated two films that highlight the accomplishments of the Army over the past 247 years.Paid media campaigns will be featured at the 2023 NCAA March Madness tournament and through partnerships with NBCUniversal, Complex, and IGN.
The second phase of the campaign will be unveiled later this year and will provide a deeper look at the hopes, fears, and dreams of today’s youth. The Army’s brand and campaign demonstrate how service in the Army can be a stepping stone to the lives and careers people aspire to.
