Army National Guard
The Next Greatest Generation is Now

CAMPAIGN

For the first time in over a decade we launched a new slogan and campaign for the Army National Guard.

I learned 6,000 new acronyms, how to spell the word “colonel,” and tried to inspire Gen Z.

I still can’t do a pull-up.

FUN FACT

The spot was directed by Kathryn Bigelow.

A man sitting on a couch in a dimly lit room, watching TV and using his phone, with a baby stroller nearby and cluttered surroundings.
A person wearing a protective face shield and a brown jacket is working on a project at a workbench in a dimly lit garage or warehouse. There are various tools and equipment, including gas cylinders and a vehicle in the background.
A convoy of military vehicles with headlights on, driving on a dusty road at dusk or dawn under a partly cloudy sky.
A soldier in camouflage uniform running on a dirt road while a drone flies overhead in a cloudy sky.
Close-up of a soldier inside a military helicopter cockpit, wearing a helmet with a mic and tactical gear, looking out.
Two military helicopters flying in formation seen from inside an aircraft, with the silhouette of the cockpit and a cloudy sky in the background, overlaid with the text 'The next greatest generation is now.'

Made at DDB with:
Ryan Carter - ACD

HOOAH! >