{"id":33610,"date":"2019-10-16T13:33:56","date_gmt":"2019-10-16T13:33:56","guid":{"rendered":"https:\/\/one.sightlinemg.com\/armytimes\/uncategorized\/2019\/10\/16\/whats-your-warrior-army-launches-new-ads-with-less-combat-focus\/"},"modified":"2026-08-08T03:00:30","modified_gmt":"2026-08-08T03:00:30","slug":"whats-your-warrior-army-launches-new-ads-with-less-combat-focus","status":"publish","type":"post","link":"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2019\/10\/16\/whats-your-warrior-army-launches-new-ads-with-less-combat-focus\/","title":{"rendered":"\u2018What\u2019s Your Warrior?\u2019 Army launches new ads with less combat focus"},"content":{"rendered":"\n

The Army is preparing to launch an advertising campaign this November called \u201cWhat\u2019s Your Warrior?\u201d courtesy of the service\u2019s new Chicago-based marketing team<\/a>.<\/p>\n\n\n\n

The campaign differentiates from past efforts in its focus on the Army\u2019s many military occupational specialties that don\u2019t involve direct combat, according to Brig. Gen. Alex Fink, chief of Army Enterprise Marketing<\/a>.<\/p>\n\n\n\n

While the campaign hasn\u2019t launched yet, Fink gave Army Times an early look of one copy of a print ad. It depicts actual U.S. soldiers from five different career paths: a lab tech, a signals troop, an aviator, a cyber operator and a sniper-qualified soldier.<\/p>\n\n\n\n

Those types of roles can be difficult to fill.<\/p>\n\n\n\n

\u201cThese particular MOSs featured here are indeed in those top ones we need,\u201d Fink said. \u201cBut that\u2019s not necessarily why we chose them.\u201d<\/p>\n\n\n\n

The soldiers were chosen for the ads because the marketing team wants to expose Generation Z to a variety of options.<\/p>\n\n\n\n

\u201cWe want to surprise them,\u201d Fink said.<\/p>\n\n\n\n

Everything from the colors to the music used in the ads will be intended to key an audience into what Army Enterprise Marketing hopes will be a strikingly different campaign than past ones.<\/p>\n\n\n\n

\u201cWhat we\u2019ve shown our audience in the past hasn\u2019t surprised them at all,\u201d Fink said. \u201cSoldiers in direct action, combat situations … they already know that about us.\u201d<\/p>\n\n\n\n

The campaign will be laid out in a series of chapters. The first releases in mid-November will focus on the team aspect of service. Roughly five months after that, a second release \u201cwill roll out the characters.\u201d<\/p>\n\n\n\t