Monday, October 16, 2006

On tweaking the message

Okay, so a $200-million-a-year contract with a major ad agency has produced the Army's new recruiting slogan, to be launched November 9: "Army Strong."

Anonymous sources with the DoD report that the previous slogan had to be abandoned as recruiting numbers remain weak and an "Army of One" becomes a very real possibility.

Army Strong! Army SMASH!

N/B: None of this is to say that the actual execution is anything short of pretty freaking majestic, but to paraphrase my professor waaaay back in ADPR3110, if it takes you a two-and-a-half-minute-long video with John Williams score to explain your tagline, it's time to rethink your concept.

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