Army Launching `Army Strong' Ad Campaign

In its battle to win the hearts and minds of recruiting-age Americans, the Army is replacing its main ad slogan - ``An Army of One'' - with one it hopes will pack more punch: ``Army Strong.''

The new approach, the fruit of a $200 million-a-year contract with a major advertising agency, was announced Monday by Army Secretary Francis J. Harvey. He said ``Army Strong'' will be the centerpiece of a multimedia ad campaign to be launched Nov. 9, timed to coincide with Veterans Day weekend.

Army officials acknowledge that recruiting during wartime is difficult, particularly with the Iraq war grinding on far longer than Bush administration officials expected and U.S. troops dying in battle almost every day.

``There's no question that we want to have a marketing boost right now, it's important to us,'' said Lt. Gen. Robert L. Van Antwerp, who oversees the recruiting effort as commander of U.S. Army Accessions Command.



http://www.guardian.co.uk/worldlatest/story/0,,-6135784,00.html

dont know why they ever went away from "be all that you can be".

It was a pretty simple but powerful theme. Army of One is almost an oxymoron. And Army Strong? Yeah, that's even worse.