The new recruitment initiative — iced after Majors’ Mar. 25 arrest for an alleged assault — had aimed to enlist Gen Z, for whom “patriotism doesn’t really play.”
a woman during a domestic dispute and since scrubbed from the organization’s official channels, was no ordinary sequence of commercials. The two spots, filmed in the Southern California area in January, were crucial components of a much larger ongoing rebranding effort for the military force as it pivots its recruitment message for Gen Z in the years following the Afghanistan drawdown.
had spoken with the campaign’s architects about its rollout: Major General Alex Fink, head of Army Enterprise Marketing — equivalent to a corporate chief marketing officer — as well as John Carstens, executive creator director of Team DDB, its ad firm. Both discussed why Majors, whose criminal defense attorney has announced he’s “completely innocent,” was their ideal front man.
France Dernières Nouvelles, France Actualités
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