Amid a lot of space-related action this week, the newest branch of the U.S. military embarks on its first major recruiting campaign.
During the NCAA college football bowl game extravaganza on New Year Day’s in 1981, the U.S. Army launched its newest ad campaign. This was just over five years removed from the end of the Vietnam War, and you could say that military service had a wee bit of a brand image challenge. The Army’s goal wasn’t just to bring in more sign-ups, which it needed to do, but also move beyond mostly high school dropouts and attract a higher caliber of recruit.
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