|The Man, the Legend|
Colonel Andrew Dziengeleski (US Army, ret.) has a fresh take on the Army's
recruiting crisis, and how it will be affected by the arrest of one of the
stars of their new recruiting ads for assaulting and strangling a woman: From The Cheap Seats: One Step Forward, Two Steps Back
. . . In this case, a good step forward for the Army and its soldiers.
the new spokesman for the Be All You Can Be campaign, actor Jonathan Majors,
was arrested last night
for assaulting and choking a young woman in New York City. Majors, one of
Marvel's new stars and a seemingly good choice to be the face of these new
ads was arrested whilst the woman was taken to a local hospital.
soon as I read about the arrest last night, I figured these ads had about a
24-hour shelf life before they were pulled. As reported by Task and Purpose
earlier today, Army Marketing and Recruiting leadership
did just that. While not all of the ads will be pulled, it’s still a major blow to the
continues to struggle to recruit
new soldiers into the force.
Army Marketing Command has about a
$150 million dollar annual budget, and paying a famous young movie star for
his roles in these commercials was undoubtedly expensive. Pulling these two
ads he starred in — and any other ads that he was in that have not been
released yet — is also wasted money now, even if Majors is found innocent in
a court of law.
It's just another incident of poor publicity that
the Army cannot afford to have right now. The
last major domestic abuse study within DoD,
conducted from 2015–2019, reported over 40,000 incidents in that time
period, but those are likely under-reported due to a number of reasons
captured within the GAO study. Having your spokesman for a new recruiting
ad, one with a near-legendary status due to its successes 35 years ago,
arrested for domestic violence and strangulation is just about the last
thing Army Recruiting Command needs to hear right now.
it affect recruiting over time? Probably very little, because as much as
these tv ads appeal to old-timers like myself, the reality is people join
the Army for more material reasons such as a steady paycheck, adventure,
college benefits and the ability to travel on someone else’s credit card. I
think there might be a short-term blip for the already bad recruiting
numbers, but in three to four months, Majors will have been forgotten about
and the Army will have moved on in some other form or fashion as it usually
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