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Posts tagged “Military Recruitment

Theme of the Moment

Army National Guard Leadership Poster

Media: Print
Client: Army National Guard
Industry: Military
Published: Available Nationally

Comment: Campaigns are often built around themes and this ad, like the previous one, is part of a larger campaign focusing on the term “Moment.”


The Exception to the Rule

Army National Guard Kiosk Poster

Media: Print
Client: Army National Guard
Industry: Military
Published: Available Nationally

Comment: The rule is that posters are supposed to have limited text, kind of like a billboard. That is unless it’s a poster intended for bus kiosks and subway stations. A little extra text gives transit users something to read while they’re waiting for their ride to work or school.


Advertising Answers the Questions

Army National Guard B&W Ad

Media: Print Ads
Client: Army National Guard
Industry: Military
Published: Available Nationally

Comment: There are questions in all advertising, be they implied or implicit, my job as a copywriter is to answer them.


Watch Your Language

Army National Guard Online BannerArmy National Guard Online BannerArmy National Guard Online Banner

Media: Banner Ad
Client: Army National Guard
Industry: Military
Published: Online at MaxPreps.com

Comments:  A fly pattern is a route run by a wide receiver in football. The Give and Go is a play run in basketball. The slam dunk, clearly, is the spectacular feat that takes you to the hoop. These banners (which were originally animated, but aren’t supported here) were used during their respective seasons (football, basketball) on a Web site that caters to high school athletes and their supporters (www.MaxPreps.com). Using language that the players would immediately identify with their sport creates a positive association between the Guard and the high school student athletes that are prime candidates to become recruits.


Doing Good Is its Own Reward

Army National Guard Billboard

Media: Billboard
Client: Army National Guard
Industry: Military
Published: On Spec

Comment:  At first glance this might appear to be a massive editorial and proofing faux pas. Shouldn’t that be “You’ll Do Well?” Actually, no. Not if you consider good as a noun rather than an adjective. And that’s exactly what the Soldiers of the Army National Guard do: good deeds for the community, the nation, and yourself.


Tell them what they want, what they really, really want …

Army National Guard Command Respect Billboard

Media: Billboard
Client: Army National Guard
Industry: Military
Published: Available Nationally

Comment: Billboards sometimes become a challenge because some clients want to pack as much information as humanly possible into the space allotted. And billboards are pretty big spaces. That wasn’t a problem with this one. All it took was two words to convey to our 18-24 year old target demographic that the Guard was all they needed to get the respect they so clearly deserve.


It’s Time to Get Serious

Army National Guard Stadium Sign

Media: Stadium Sign
Client: Army National Guard
Industry: Military
Published: On Spec

Comments: I wanted to get into the heads of the people who would be seeing this banner, namely the students, athletes, parents, teachers, and coaches who attend high school sporting events in the school’s stadium where this banner was slated for display. And since they would ostensibly be there to view an athletic competition I elected to go with a declarative headline associated with their activity (“game”) coupled with a dramatic image. The message is clear: no matter how good you think you are, you’ll be better in the Guard.