Saturday, 03 June 2023 08:33 GMT

Army Recuts Ad Without Actor Following Domestic Violence Charges

(MENAFN) The Army has recut a "Be All You Can Be" ad without the actor Jonathan Majors, following his arrest last week for domestic violence charges. The new version will air during the NCAA Final Four games of the men's and women's college basketball tournaments, which begin Friday. The Army pulled its two ads featuring Majors until an investigation is complete, but it still intends to use the ad time it purchased.

The new ad that will run beginning this weekend is a recut version of the "Be All You Can Be" trailer the Army released as a hype video ahead of the debut of the ads featuring Majors. The trailer has been re-edited into 60-second and 30-second versions that will begin to air this weekend.

The Army spent USD117 million on the new ad campaign and released it months early in an effort to boost recruiting, as the service faces one of its worst recruiting environments in history. A large portion of the overall cost is the USD70 million advertising buy it made to feature the new campaign across media including streaming, digital billboards, and television channels.

After Major's arrest, the Army pulled the ads that were slated to run during the Elite Eight last Sunday. The value of those spots was about USD1.8 million, but to compensate for the lost time, CBS gave the Army an additional 30-second spot valued at USD1.974 million during the men's championship. From Monday through Friday this week, the Army has used the time it paid for to run old ads, not ads from the new "Be All You Can Be" campaign.

Depending on the outcome of the allegations against Majors, the Army may eventually be able to use the ads that feature him. Part of its campaign budget included paying Majors for his time to shoot the ads and attend the unveiling of the new campaign in Washington, D.C.

The Army rebooted the "Be All You Can Be" campaign hoping to replicate its success in the 1980s and 90s, when it had a 20-year run. No other Army campaign has matched its longevity. The hope in bringing back the slogan and campaign was that the new version might have a similar run.

While the Army is facing its worst recruiting environment in history, it is also dealing with the aftermath of Major's arrest. The Army is waiting for the investigation to be completed before making a decision on the future of the ads featuring him. Meanwhile, the Army is working to maintain its advertising presence by recutting the "Be All You Can Be" ad without Majors and airing it during the NCAA Final Four games.


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