"Be All That You Can Be: 95 Bravo"; "Take Something Valuable to College"

Magazine advertisements

By: NW Ayer

Date: 1980s

Source: Gaslight Advertising Archives, Inc. Available online at http://www.gaslightarchives.com (accessed March 27, 2003).

About the Organization: Anticipating a shortfall in its recruiting goals, the U.S. Army hired the NW Ayer advertising agency to launch a promotional campaign in 1980. NW Ayer was founded in 1869 and is responsible for such famous lines as DeBeers' "A diamond is forever" and AT&T's "Reach out and touch someone." For the Army, the agency developed a series of ads under the slogan "Be All You Can Be," which was heard on radio and television spots and featured heavily in its print ads. The campaign became one of the most successful in advertising history; in addition to winning...