• Army Times, Thursday, February 21, 2008 11:30 AM

The Air Force has rolled out a new ad campaign tagged "Above All' that is supposed to reflect its presence over battlefields and the nature of its missions in air, space and online. It first broke this week via the Air Force Portal, which hosted a short video and explanation of the goals. "Above All is more than a slogan," says a message sent out with the spot. "Above all is the standard we hold ourselves to every day. Above all is what we do day in and day out. Above all, we are united in defending America."

The campaign is about more than recruiting; the Air Force also wants to inform Americans about its missions to elevate its stature and set itself apart from other services, according to agency GSD&M, which created it. And to get that message out, the Air Force wants a $59 million increase in its ad budget. "Without the funding, the ability to educate the American public about Air Force roles and missions will be limited ...

"Above All" will run on TV, print and the Internet ads and reach out to potential recruits and "influencers" including parents, teachers and mentors.

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