The recent U.S. Army recruitment ad has sparked criticism from conservatives who see it as a shift away from traditional values and an indication that the military may be preparing for war. This 30-second spot, in contrast to previous campaigns that emphasized diversity, equity, and inclusion, features white males participating in high-stakes airborne missions. To many conservatives, this signals a return to a focus on core military values and capabilities.
The ad’s message, “Your greatest victories are never achieved alone,” resonates with the idea of teamwork and camaraderie that has been a hallmark of the military for generations. It harks back to the notion of “Be all you can be,” emphasizing individual potential within the context of a cohesive and disciplined unit. Critics argue that this message highlights the importance of teamwork and preparedness in a world where challenges and conflicts can arise unexpectedly.
This advertisement follows a significant departure from traditional military recruitment efforts, like the animated video series “The Calling,” which critics argue was driven by woke ideology. “The Calling” prioritized diversity and inclusion, emphasizing a different set of values and messaging. Some conservatives view the return to a more traditional ad as a necessary correction to prioritize military readiness and national security.
While diversity and inclusion have their place, many conservatives argue that the military’s primary role is to protect the nation and ensure our security. This ad is seen as a nod to those principles, reminding Americans of the armed forces’ core mission and values, which are rooted in a long and storied tradition of sacrifice and service to the nation.