{"id":63841,"date":"2023-03-28T23:04:17","date_gmt":"2023-03-28T23:04:17","guid":{"rendered":"https:\/\/one.sightlinemg.com\/defensenews\/uncategorized\/2023\/03\/28\/refreshed-be-all-you-can-be-ads-coming-after-jonathan-majors-arrest\/"},"modified":"2026-08-08T00:50:14","modified_gmt":"2026-08-08T00:50:14","slug":"refreshed-be-all-you-can-be-ads-coming-after-jonathan-majors-arrest","status":"publish","type":"post","link":"https:\/\/one.sightlinemg.com\/defensenews\/digital-show-dailies\/global-force-symposium\/2023\/03\/28\/refreshed-be-all-you-can-be-ads-coming-after-jonathan-majors-arrest\/","title":{"rendered":"Refreshed \u2018Be all you can be\u2019 ads coming after Jonathan Majors arrest"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">HUNTSVILLE, Ala. \u2014 U.S. Army marketers are retrofitting old advertisements to avoid losing costly commercial slots left vacant after actor Jonathan Majors\u2019 arrest Saturday, officials told Defense News and Army Times. The arrest led the service to pull two ads in its rebrand campaign featuring Majors on Sunday.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe have other content as part of the \u2018Be all you can be\u2019 campaign,\u201d Army Under Secretary Gabe Camarillo, the service\u2019s No. 2 civilian official, said during a Tuesday media event at the Association of the U.S. Army\u2019s Global Force Symposium.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He reiterated that the service pulled advertisements featuring Majors out of \u201can abundance of caution\u201d and said the New York Police Department investigation into the actor \u201chas to play itself out.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Majors, who served as an on-screen narrator in the first two ads released for the campaign, was arrested Saturday in New York City on charges of assault, strangulation and harassment amid a \u201cdomestic dispute\u201d with a 30-year-old woman, police officials said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The actor\u2019s attorney, Priya Chaudhry, vehemently denied the allegations against her client, arguing that unreleased video evidence and witness testimony will exonerate the \u201cCreed III\u201d and \u201cAnt-Man and the Wasp: Quantumania\u201d star. She added that Majors was the party who called 911. His next court date is May 8, and it\u2019s unclear if a favorable resolution to his case could bring the advertisements back into circulation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But in the interim, the Army has around eight figures\u2019 worth of airtime prepaid for the final games of the NCAA men\u2019s basketball tournament, known as March Madness. The tournament concludes with two games Saturday and one game Monday, and the women\u2019s tournament will finish on Friday and Sunday.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Advertisers and networks highly value the Final Four and championship rounds of March Madness, with 30-second spots in the final selling for around $2.2-$2.3 million, <a href=\"https:\/\/www.sportico.com\/business\/media\/2023\/cbs-sports-wbd-march-madness-ads-1234711875\/\" target=\"_blank\">per sports news site Sportico<\/a>. Though it\u2019s unclear how many slots the Army purchased for the final games, its ads have been ubiquitous throughout the early rounds. The service also previously announced it will accompany its commercials with on-site marketing events at the event\u2019s fan festival.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">An advertising agency executive, speaking on the condition of anonymity due to the sensitivity of the topic, told Defense News and Army Times that such purchases are typically use-or-lose situations. Sometimes networks offer \u201cmake-goods,\u201d or deals that allow advertisers to have equivalent airtime at a later date, but special events usually don\u2019t get that treatment, he said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A spokesperson for the Army Enterprise Marketing Office, Laura DeFrancisco, said the office \u201crepurposed\u201d content produced for two previous advertising campaigns \u2014 \u201cPassions\u201d and \u201cKnow Your Army\u201d \u2014 in order to ensure the slots aren\u2019t unfilled. The interim advertisements will combine the previously produced work with \u201cBe all you can be\u201d messages and graphics, she said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe have not lost our media investment at this point,\u201d DeFrancisco added. \u201cThese ads are an interim measure as we monitor the situation and review options going forward.\u201d She also said the in-person events will proceed as scheduled.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Majors previously was not cast for the next round of \u201cBe all you can be\u201d television ads, a senior Army official told Defense News and Army Times.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The advertising executive lauded the Army\u2019s plan as an \u201cexpedient solution\u201d that will let the service avoid losing high-value airtime and the taxpayer money bankrolling it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He also said the interim measure has significant challenges. The previous productions were part of two distinct campaigns, each tailored to their own moment and backed by their own market research \u2014 and they may not have the same effect today, retrofitted with a new tagline and graphics.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The stakes are high for the Army, too. An ongoing recruiting crisis has the service short by tens of thousands of new soldiers, and the rebrand is a major part of its plan to reverse the problem in the long term.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But beyond the TV spots, the $117 million rebranding campaign remains on track, with content targeting digital and radio audiences combining with real-world efforts like billboards, public transit placards and other displays, DeFrancisco said.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Army is working to retrofit old advertisements with new messages after the actor&#8217;s 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