Army Debuts New Slogan In Recruiting Commercials

The ads were tested on hundreds of soldiers, although studies show that it is difficult for the military to gain an accurate measure of the effectiveness of advertising, which is relatively expensive compared with other recruiting tools such as educational benefits and bonuses.

Asked how they felt about the "Army Strong" pitch, soldiers at the Pentagon had mixed reactions. "I like it because it gives a better picture of what the Army is," said Lt. Col. Wayne Cherry, a liaison officer for the Army's chief of staff. " 'Army Strong' is like a football team, a baseball team."

Sgt. 1st Class Mark Johnson was less enthusiastic. " 'Army Strong' is not telling me anything. It doesn't touch any emotional string," he said. "I don't think it will inspire people."

While soldiers were still formulating opinions on the new slogan, several held strong views about past ditties such as the nebulous "Army of One," which survived only five years until being replaced by "Army Strong."

"The 'Army of One' got lost in translation," quipped Col. David Reese, director for ministry initiatives of the Army's chief of chaplains. "I like 'Army Strong' because it symbolizes cohesiveness."

By far the most popular recent slogan, according to soldiers interviewed, was "Be All You Can Be," which lasted 20 years until a recruiting downturn saw it changed in 2001.

"To me, 'Army Strong' is kind of faddish. I've always liked 'Be All You Can Be' -- I missed that," said Lt. Col. Stephen Durham, a logistician.

" 'Be All You Can Be' could have gone on forever. It's such an evergreen thing," another Army official said wistfully.