Army debuts new recruiting ads aimed at high-tech civilians rather than soldiers
Rather than "Be All You Can Be," the Army is hoping its latest TV ads convince civilians to, well, be what they already are as Army Civilians.
BY PATTY NIEBERG | PUBLISHED MAY 9, 2024 8:00 AM EDT
MILITARY LIFE
The Army’s latest television spots are aimed at different recruits than the service’s typical high-energy, parachute-and-tanks ads. In two new ads released today, the Army wants to catch the attention of civilians already working in science and engineering fields and sell them on similar jobs working for the military.
The civilian-targeted campaign, dubbed “Find Your Next Level,” features two commercials that show off two Army Civilian careers that mirror civilian jobs– one a scientist drilling into the ice in arctic conditions and the other an engineer surrounded by satellites the size of skyscrapers.
The two new commercials will be featured in television, print, digital billboards, streaming video, social platforms and audio channels.
In a first for the service whose recruiting legacy includes action-heavy ad campaigns like “Be All You Can Be,” the Army is hoping “Find Your Next Level” convinces civilians to, well, be what they already are, and work for the Army as in civilians jobs similar to the ones they already have. Army Civilians are employed by the Army but do not enlist or commission, do not go to basic training and do not wear uniforms.
https://taskandpurpose.com/military-life/army-commercial-open-civilian-jobs/
