Slogans of the United States Army

Slogans of the United States Army changed rarely in the 20th century, relative to the 21st.

"Army Strong" is the recruiting slogan that has been used for more than a decade by the United States Army. The composer of the music used in the Army Strong television commercials is Mark Isham.

"Army of One" was a relatively short-lived recruiting slogan. It replaced the popular "Be All You Can Be" and was replaced in 2006 by the new slogan "Army Strong". The reason for the replacement, states Frank Luntz, is that the slogan "Army of One" is contrary to the idea of teamwork. It is unknown whether this slogan was taken directly from the poster for the 1976 Clint Eastwood film The Outlaw Josey Wales, which had "An Army of One" under a drawing of the Josey Wales character.

"Be All You Can Be" was the recruiting slogan of the United States Army for over twenty years. Earl Carter (pen-name, E.N.J. Carter) working for the N.W. Ayer Advertising Agency as a Senior Copywriter created the “Be All You Can Be” theme line in 1980. In January 2003, the U.S. Army awarded Carter its Outstanding Civilian Service Award. Carter’s original concept sheet, with words “Be All You Can Be”, is now part of a permanent collection at the US Army Heritage Center Foundation.

"Today's Army Wants to Join You" was a recruiting slogan from the 1971 Volunteer Army (Project VOLAR) campaign, which was introduced as the country prepared to transition to an all-volunteer military. When N. W. Ayer & Son, who were engaged by the US Army, believed they felt the army said "Today's Army is changing; we want to meet you half way", the firm came up with that slogan. General William Westmoreland asked "Do we have to ask it that way?" but agreed to the campaign. The slogan was replaced by "Join the People Who've Joined the Army" in 1973, which later evolved into "This is the Army."

Slogan was written in 1971 by Ted Regan Jr., Executive Vice President and Executive Creative Director of N.W. Ayer, the Army's ad agency. Regan also wrote the follow up slogan, "Join the people who've joined the Army."

...
Wikipedia