News/Commentary

Here’s why Army’s new recruitment video has some convinced US getting ready for war

November 8, 2023 | | Print Article

Amid failed recruitment efforts in the wake of a “woke” transformation, the U.S. Army seems to be having a makeover and it has many wondering if it bodes ill for the nation.

Many are sure that a new recruitment ad dropped by the Army on Monday is a clear indicator that the U.S. is readying for war. The 30-second video shows soldiers jumping out of an Army helicopter as observers note the obvious lack of “diversity, equity, and inclusion” in the seemingly all-white male ensemble.

“Your greatest victories are never achieved alone,” the ad states in the text imposed on the video. “Be all you can be.”

The ad sparked speculation on social media that a war is imminent.

There was some debate about the diversity criticism.

But many were focused on what the tone change was signaling.

“These commercials were really based on the market research we’ve been doing about, what do people think about the Army, what do they think they know, what don’t they know, and how do we start telling that story through these ads?” Army Secretary Christine Wormuth told CNN earlier this year in launching the new campaign which features the classic Army slogan from the 1980s, “Be All You Can Be.”

But the latest release seems to diverge from the touted goals set forth earlier this year.

“You’re going to see lots of different people doing lots of different roles,” Wormuth said. “You’re going to see men and women, you’re going to see people of color, and part of that is important because one of the things we found in our market research is that a lot of young people admire the Army, but they don’t think there are people like them in the Army.”

The rebrand came after the Army failed to reach its goal in 2022, coming in with a reported shortage of 15,000 recruits. But many blamed the woke efforts to check off all the right boxes that led to the decline in those wishing to lay their lives on the line for their nation.

The Army’s ‘The Calling’ recruitment campaign was raked over the coals by critics at the time.

And amid the speculation about whether or not the latest video is a foreboding of a coming involvement in war, many social media users reacted to the Army’s apparent reality check after going woke.

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Frieda Powers
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