• Adweek, Tuesday, October 10, 2006 12:02 PM

The first campaign from the U.S. Army's new agency, Interpublic Group's McCann Erickson, will break on Nov. 9 with the tagline "Army strong." A video presenting the campaign opens with the Webster Dictionary definition of "strong," adding, "But with all due respect to Webster, there's strong, and then there's Army strong."

The campaign focuses on the desire of potential recruits to gain personal strength, both physical and otherwise. The footage in the video suggests the Army will not shy away from images of Iraq and actual warfare. Soldiers are shown marching through deserts and training in harsh environments.

The previous tagline, "Army of one," sought to empower individuals and counter fears of military conformity among young people. That line had caused consternation among some soldiers who felt its theme of individuality contradicted their training. Recruitment has lagged in recent years, a fact often attributed to the rise in military operations overseas following Sept. 11, 2001.

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