There will be three other spots in the campaign: “Solver,” “Fixer” and “Connector.” The ads were created to showcase the different transferrable skills people in other careers can bring to the Army Reserve. Fink said all ads will remain in market for two years.
The Army partnered with DDB and a group of Omnicom’s agencies, dubbed “Team DDB,” on the campaign including OMD, Critical Mass, Annalect, The Marketing Arm, FleishmanHillard, Fluent 360, Rapp and Fors Marsh Group.
“It’s Your Time” will run nationally via a mix of connected TV and social channels on platforms including Hulu, HBO Max (which will be rebranded to Max next month), Reddit, YouTube, Spotify, Pandora, LinkedIn, Instagram, Facebook and Google, as well as the GoArmy social media channels and on GoArmy.com. The Army said it chose the mix of channels specifically to meet Gen Z viewers where they are.
Also read: Marketing experts react to HBO Max’s rebrand
A new Army Reserve logo was released with the campaign that coincides with the U.S. Army’s new brand identity released last month, which brought back its “Be All You Can Be” motto in cinematic ads starring Majors that were created by ad agency DDB.
The “Creed III” star was rapidly rising up in Hollywood when he was arrested on March 25 in Manhattan on charges of strangulation, assault and harassment of one woman and more women have come out accusing Majors of abuse since.
Majors has now been reportedly dropped from several projects including Protagonist Pictures’ “The Man in My Basement,” an adaption of the Walter Mosley novel, and an ad campaign for the Texas Rangers Major League Baseball team. He is still tied to other projects including his starring roles in Disney’s upcoming “Avengers: The Kang Dynasty,” slated to be released in 2025, and “Avengers: Secret Wars,” set to be released in 2026.
