The Army is bringing the ‘Be All You Can Be’ slogan back
The '90s are back — in Army recruiting form.
BY MAX HAUPTMAN | PUBLISHED DEC 2, 2022 5:35 PM
Everything old is new again — and if you want to join the Army, you can once again “be all you can be.”
With recruiting numbers down in recent years and the service facing a reputation problem among potential recruits, the Army is going back to one of its earlier pitches, although officials claim it is absolutely not for nostalgia’s sake
“We’re not returning to ‘Be All You Can Be’ for nostalgia or old times’ sake or because we think retro is trendy and cool,” Maj. Gen. Alex Fink, chief of Army enterprise marketing, told Stars and Stripes. “We’re really reinventing it to reposition the Army and to inspire the next generation of soldiers.”
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The Army’s “Be All You Can Be” campaign debuted in 1981, and lasted for 20 years before the last ad ran in January 2001. It was named the 18th best ad campaign of the 20th century by Advertising Age, and it has remained an enduring part of many soldiers’ experience with the service. The 16th Combat Aviation Brigade even recently made its own nostalgic look back at what a recruiting pitch looked like 30 years ago.
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