Posted on Mar 28, 2023
Is the Army’s $117 million rebrand dead after Jonathan Majors’ arrest?
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READ OF THE DAY
Is the Army’s $117 million rebrand dead after Jonathan Majors’ arrest?
By Davis Winkie
Mar 27, 06:10 PM
Actor Jonathan Majors in the Army's since-pulled "Overcoming Obstacles" advertisement. (U.S. Army/YouTube)
Questions swirled on March 27 about the future of the Army’s $117 million “Be all you can be” rebranding effort, and the service and its partners did little to answer them.
Mere weeks after an elaborate rollout ceremony at The National Press Club, the service’s marketing office yanked its first two advertisements, the only ones released so far in the new campaign, from the airwaves. Army Times first reported the move, which followed actor Jonathan Majors’ March 25 arrest in New York City on charges of assault, strangulation and harassment against a 30-year-old woman.
PO1 William "Chip" Nagel SSG Michael Noll Lt Col John (Jack) Christensen Cpl Vic Burk SGT Charlie Lee] Sgt (Join to see) PV2 Larry Sellnow SPC Gary C. SPC (Join to see) Amn Dale Preisach SGT Ruben Lozada CPT Richard Trione SFC Ralph E Kelley 1SG Patrick Burke SGT Gerald “Jerry” Harrell PO2 Marco Monsalve Lt Col Charlie Brown MSG (Join to see) Maj Kim Patterson SPC Robert Coventry
Is the Army’s $117 million rebrand dead after Jonathan Majors’ arrest?
By Davis Winkie
Mar 27, 06:10 PM
Actor Jonathan Majors in the Army's since-pulled "Overcoming Obstacles" advertisement. (U.S. Army/YouTube)
Questions swirled on March 27 about the future of the Army’s $117 million “Be all you can be” rebranding effort, and the service and its partners did little to answer them.
Mere weeks after an elaborate rollout ceremony at The National Press Club, the service’s marketing office yanked its first two advertisements, the only ones released so far in the new campaign, from the airwaves. Army Times first reported the move, which followed actor Jonathan Majors’ March 25 arrest in New York City on charges of assault, strangulation and harassment against a 30-year-old woman.
PO1 William "Chip" Nagel SSG Michael Noll Lt Col John (Jack) Christensen Cpl Vic Burk SGT Charlie Lee] Sgt (Join to see) PV2 Larry Sellnow SPC Gary C. SPC (Join to see) Amn Dale Preisach SGT Ruben Lozada CPT Richard Trione SFC Ralph E Kelley 1SG Patrick Burke SGT Gerald “Jerry” Harrell PO2 Marco Monsalve Lt Col Charlie Brown MSG (Join to see) Maj Kim Patterson SPC Robert Coventry
Is the Army’s $117 million rebrand dead after Jonathan Majors’ arrest?
Posted from armytimes.comPosted in these groups: 
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Posted >1 y ago
Responses: 5
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When “Be all you can be” was first used, I remember there being different commercials and the only thing in common was the music and the “Be all you can be”. They don't need to scrap the whole thing, just shoot something else and push that one hard. The way people are now they will forget the first ones in a month or so.
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Well, they may need to reshoot ads but one actor shouldn't deep six an entire campaign. In battle do you stop because of the first casualties?
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CPO David R. D.
These days, people and organizations are all about image. First impressions are still critical and people judge books by their covers more often than not.
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Lt Col John (Jack) Christensen
CPO David R. D. Another example of what's so wrong about "these days".
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