"Army of One" meets "Survivor"

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The Army is jumping on the reality-based TV bandwagon to promote recruitment to Gen Xers with a second effort that looks more like MTV's "Real World" than past campaigns like "Be all you can be."

As a follow up to last month's launch of the "An Army of One" advertising campaign developed by Bcom3 Group's Leo Burnett USA, Chicago, the "Basic Training" campaign follows six recruits through the grueling nine-week basic training process. The unscripted spots will capture the action, warts-and-all, as the recruits attempt to master each level of training. TV will break during NBC's XFL premier on Feb. 3 starting with the "reception" phase and followed by weekly updates over the course of boot camp. The first basic training experiences will break Feb. 16. Additional Spanish-language TV spots will follow one of the six recruits.

The campaign was created to clear what the Army called "misconceptions" about basic training experiences identified during market research.

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Copyright February 2001, Crain Communications Inc.

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