• by Fern Siegel , February 26, 2025

The U.S. military depends on an all-volunteer force. But accord to the Joint Advertising Market Research & Studies (JAMRS) — a program within the Department of Defense — a record-high number of Gen Z Americans (ages 16-24) never consider military service.

Gen Z is facing a social media-driven culture that reshapes its definition of success. They want a life that aligns with their passions and ambitions.

JAMRS enlisted MullenLowe to reframe what military service can mean to this demographic.

The latest evolution of the “You Have a Calling, We Have an Answer” campaign positions military service as a strategic choice to help achieve future goals. The idea is to embrace a military career as part of a larger life.

There are five spots in the new push. Here are "Identity" and "Options,"  directed by Ellen Kuras. The work is running on streaming video, digital channels, OOH and in-theaters. Social media is sharing stories from TodaysMilitary.com.

John Wolfarth, executive vice president/group creative director, told Agency Daily: “Going into this production, we knew we had a strong and effective strategy. It was exciting to partner with Ellen Kuras to bring that to life. Thanks to her production team and our partners at the Department of Defense, we were able to create authentic stories that are both sweeping and intimate. You see the individual, not just the institution.”