US Army and Team DDB Redefine 'Be All You Can Be' for a New Generation

Developed in partnership with Team DDB, the campaign sees the return of the iconic 'Be All You Can Be' tagline - one of the most famous in US advertising history - for a new generation of young Americans. This launch coincides with the roll-out of a new, long-term enterprise brand that centres on the promise of 'possibilities,' revealing the truth of what the Army uniquely offers to those who want to make a dent in the Universe and become the best version of themselves.

The new 'Be All You Can Be' campaign is headlined by two films that showcase Army service as a driver of possibilities. 'Overcoming Obstacles' features notable historical events representing the obstacles the Army has overcome in its 247 years, and the diverse individuals who helped overcome them. 'Pushing Tomorrow' goes beyond the battle to showcase another side of Army contribution, such as exploration, discovery, and innovation. 

The Army and Team DDB have tapped rising-star actor Jonathan Majors (Ant-Man and the Wasp: Quantumania, Creed III), director Rupert Sanders (Snow White and the Huntsman, Ghost in the Shell), and Hollywood composer Rob Simonsen (Stranger Things, The Whale) to help bridge the Army’s past and future for a gen z audience. 

The new campaign and enterprise-wide visual identity includes will be seen, heard and explored across all brand touchpoints.

Core components include a reengineered five-point star logo and tagline, among other changes, transforming how the organisation represents itself both visually and verbally while reinforcing its legacy. The new brand is supported by a refreshed visual identity, comprehensive design principles, and verbal identity (the language the Army uses to tell its story) that intertwine the past, present, and future of the Army. 

The campaign can be seen, heard, and explored in a variety of ways, including through television and print, streaming video, social and community platforms, audio channels, including YouTube, Hulu, Reddit, Meta, and Pandora, and partnership activations with NCAA (including March Madness), Complex, IGN, and NBCU. 

Print and out-of-home advertisements and digital billboards will also be displayed in priority, high-traffic markets and in primary audience locations like college campuses and near Army bases.