(MENAFN) U.S. Army brings back its classic slogan "Be All You Can Be" in a new rebranding campaign. The Army hopes that this effort will help boost recruitment, which is currently experiencing its most challenging environment since the all-volunteer force began. The Army unveiled the rebranding campaign on Wednesday, featuring two clips starring actor Jonathan Majors. The clips show Majors walking through different Army scenes from the past into the present, and both end with the slogan "Be All You Can Be" displayed in yellow text.

Originally scheduled for August, the Army moved the campaign up, hoping it will help boost this year's recruitment efforts. Last year, the Army fell about 25% short of its recruiting goals, which leaders attribute to the lack of knowledge among young Americans about the Army and the opportunities it provides. The Army hopes that the rebranding campaign, along with Majors' resonance with Gen Z, will help increase recruitment.

Majors was chosen for the campaign because of his recent roles in big-budget movies like "Creed III," "Devotion," and Marvel Universe's "Ant Man and Wasp: Quantimania." He also comes from a family of veterans, with his father serving in the Air Force, and his grandfathers serving in the Army and the Navy. Majors attended the unveiling and shared how his grandfather's bravery and imagination instilled in him the idea that he could do whatever he wanted to.

According to Major General Alex Fink, the head of Army enterprise marketing, the Army invested $117 million in the campaign. The ads will start appearing at the 2023 NCAA March Madness tournament, and a second phase of the campaign will be unveiled later this year. The trailer for the new campaign pays homage to the 1980s and 1990s, ending with a brief slowed-down version of the music used in the original ads.

When the original "Be All You Can Be" campaign was launched in 1981, some veterans were shocked to watch the Army advertise military service with the type of jingles used to sell toothpaste. However, the brand campaign proved successful, and Advertising Age listed it as one of the top ad campaigns of the century. The Army hopes that the reboot of the classic slogan will have a similar impact in boosting recruitment.

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