"Army Strong" debuts new advertising


The U.S. Army, via AOR McCann Worldgroup is introducing its latest extension of “Army Strong” via its newest campaign, “Symbol of Strength.” The effort will launch on television 5/30, Memorial Day with three new national broadcast spots and will also include cinema, PR, social media and an interactive web presence.

The Army recently renewed with McCann Worldgroup after a review that included Grey and Y&R. It includes media buying as well. The agency’s new contact began 4/7 and continues their work for the Army since 2005.

The three spots each feature a different aspect of serving as a Soldier – education, leadership and opportunities – and encourage young adults to go online to discover more about the strength gained by wearing the uniform.

“Education” demonstrates the depth and breadth of education and learning opportunities as part of a global classroom that is the Army. “Opportunity” illustrates the excitement of the many unexpected opportunities Soldiers have access to in the Army. “Leadership” showcases Soldiers as leaders enhancing not just their own lives but the lives of others.

The spots will drive viewers to goarmy.com where they can connect with Soldiers and create personal connections with those already serving.

A five-week cinema activation, from May 20 to June 23, leads up to the summer premiere of X-Men: First Class. This integrated video is showing in National CineMedia’s FirstLook pre-feature program in more than 700 movie theaters across the country. It depicts how Soldiers and characters from the movie X-Men start out as ordinary people who then move on to do extraordinary things. At the end of the segment, viewers are directed to facebook.com/goarmy where they can learn about becoming Army Strong and see exclusive X-Men movie content before its release.