Facing falling enlistment numbers, the U.S. Army takes a new approach to recruitment: Mom and Dad
Nicole Goodkind / Fortune - Gone are the days when the United States Army plastered airwaves with recruitment advertisements that includes photographs of younger males parachuting out of Apaches, fording streams, and jogging throughout barren fields over the sober horns of Mark Isham’s “Army Strong.”
Today’s Army is taking a other approach: They’re going after Mom and Dad.
A sequence of new tv recruitment advertisements function moms and fathers in conflict settings, making an attempt to convince their kids no longer to sign up for the Army.
In one advert, titled “Warfighter,” a mom approaches her son who’s decked out in a ghillie swimsuit and aiming a gun. The mom, who’s dressed in a nightgown and housecoat, implores the younger guy to come again house.
“Michael,” she begs. “You can do anything you want. Why this?”
Michael remains robust. He tells his mother that he doesn’t need to be caught in the back of a table.