{"id":50261,"date":"2023-03-26T14:24:01","date_gmt":"2023-03-26T14:24:01","guid":{"rendered":"https:\/\/one.sightlinemg.com\/armytimes\/uncategorized\/2023\/03\/26\/army-pulls-be-all-you-can-be-ads-after-on-screen-narrator-arrested\/"},"modified":"2026-08-08T04:15:00","modified_gmt":"2026-08-08T04:15:00","slug":"army-pulls-be-all-you-can-be-ads-after-on-screen-narrator-arrested","status":"publish","type":"post","link":"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2023\/03\/26\/army-pulls-be-all-you-can-be-ads-after-on-screen-narrator-arrested\/","title":{"rendered":"Army pulls \u2018Be all you can be\u2019 ads after on-screen narrator arrested"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><i>Editor\u2019s note: This story has been updated with a statement from Majors\u2019 attorney.<\/i><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Army paused its new multi-million dollar advertising campaign on March 26, a day after police arrested its featured actor, officials said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jonathan Majors, who <a href=\"https:\/\/www.youtube.com\/watch?v=qVtkw96Eeec\" target=\"_blank\">stars as the on-screen narrator<\/a> in the first wave of \u201cBe all you can be\u201d advertisements, faces charges of assault, strangulation and harassment, a New York Police Department official told Army Times.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The police official said officers responded to a 911 call shortly after 11:00 a.m. at an apartment in the city\u2019s Chelsea neighborhood, where they found Majors and a 30-year-old woman with injuries to her head and neck. Officers did a \u201cpreliminary investigation\u201d and arrested the actor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The case involved a \u201cdomestic dispute,\u201d police said. First responders took the woman to a local hospital.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe are quickly gathering and presenting evidence to the District Attorney with the expectation that all charges will be dropped imminently,\u201d Major\u2019s criminal defense lawyer, Priya Chaudhry, wrote in a statement to Army Times.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to Chaudhry\u2019s statement, the evidence includes video footage and witness testimony.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But in the arrest\u2019s wake, the Army threw the brakes on its rebranding campaign.<\/p>\n\n\n\t<aside class=\"smg-interstitial-link wp-block-smg-interstitial-link\">\n\t\t<a href=\"https:\/\/one.sightlinemg.com\/armytimes\/news\/your-army\/2023\/03\/08\/how-embracing-be-all-you-can-be-resurrected-army-marketing\/\" class=\"smg-interstitial-link__inner\">\n\t\t\t\t\t\t\t<div class=\"smg-interstitial-link__media\">\n\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/Army-recruiting-all-black-shirts.jpg.jpg?w=300\" class=\"smg-interstitial-link__image wp-post-image\" alt=\"\" \/>\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"smg-interstitial-link__content\">\n\t\t\t\t<span class=\"smg-interstitial-link__kicker\">Related<\/span>\n\t\t\t\t<h3 class=\"smg-interstitial-link__title\">How embracing \u2018Be all you can be\u2019 resurrected Army marketing<\/h3>\n\t\t\t\t\t\t\t\t\t<p class=\"smg-interstitial-link__excerpt\">The rebrand is the latest move in a series of service-wide efforts that may reduce recent years\u2019 recruiting struggles.<\/p>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/a>\n\t<\/aside>\n\t\n\n\n<p class=\"wp-block-paragraph\">\u201cThe U.S. Army is aware of the arrest of Jonathan Majors and we are deeply concerned by the allegations surrounding his arrest,\u201d said Laura DeFrancisco, spokesperson for the Army Enterprise Marketing Office. The Chicago-based enterprise office oversees a multi-billion dollar contract with advertising conglomerate DDB to oversee and execute the service\u2019s marketing efforts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWhile Mr. Majors is innocent until proven guilty, prudence dictates that we pull our ads until the investigation into these allegations is complete.\u201d DeFrancisco added.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The financial impact of the pause is unclear, but the service invested millions of dollars in high-visibility advertisement purchases for the 2023 NCAA men\u2019s college basketball tournament, more commonly known as March Madness. For this year\u2019s final game, a 30-second commercial cost around $2.2 million, according to <a href=\"https:\/\/www.sportico.com\/business\/media\/2023\/cbs-sports-wbd-march-madness-ads-1234711875\/\" target=\"_blank\">sports news site Sportico<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Army Times previously reported the \u201cBe all you can be\u201d launch would include immersive in-person events in Texas for the tournament\u2019s Final Four. It\u2019s not clear if or how the pause on advertising spots featuring Majors will change those events.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Service officials couldn\u2019t answer whether they could speed up the next round of advertisements in the works for the campaign. A senior marketing official told Army Times the next commercials were expected to arrive in August \u2014 but that was before Majors\u2019 arrest and the advertising pause.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Actor Jonathan Majors&#8217; arrest for alleged assault, strangulation and harassment derailed the Army&#8217;s rebrand 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