• by Fern Siegel , March 21, 2025

The Army National Guard is pitching part-time service.

To send that message, the U.S. Army has launched a new marketing campaign.

“Uncommon is Calling” by Team DDB reimagines part-time service by comparing soldiers’ everyday lives to the extraordinary  experiences they encounter in the Army National Guard, present in 54 states and territories.

The campaign runs on streamers Max, CBS and ESPN, as well as digital platforms  YouTube, Meta, Reddit, LinkedIn and NationalGuard.com.

The Army National Guard is a special branch of the U.S. Army. Soldiers support communities in their home state by responding to domestic emergencies. At the federal level, they offer standby support for active-duty soldiers. Army National Guard soldiers serve in medical, aviation, law enforcement, transportation and engineering fields, while pursuing personal and professional goals through a civilian career or higher education.

“Many young people are unaware they can serve in the Army part-time,” said Brig. Gen. Antoinette Gant, Chief of Army Enterprise Marketing. “To bridge this gap, ‘Uncommon is Calling’ offers youth a new perspective on Army service by presenting the experiences, flexibility and local impact that can only be achieved as part of the Army National Guard.”

Five spots, including “Turn on the Lights,” “Search and Rescue,” “Above the Flood” and “Combat Ready” illustrate the skill-sets utilized.

The creative borrows art inspiration from street posters and the spots' black-and-white visuals underscore how the Army National Guard differs from other military service.

“We are inspiring the next generation of soldiers who seek exciting challenges, opportunities for growth and a deep sense of purpose,” added Gant.

The National Guard recorded a strong recruiting year in fiscal 2024, according to the National Guard Bureau. The Army Guard surpassed its goal, signing up 35,013 recruits for the year, while the Air Guard recruited 8,845 new soldiers, ahead its target. According to NGB, the Army Guard retained 97.4% of its force, while the Air Guard retained 90.54%.