Mullen Gets Personal for U.S. Military

BOSTON Mullen’s long-awaited first campaign for the U.S. Department of Defense, unveiled on Wednesday, emphasizes the personal bond between Americans and their military.

The tagline is, “Today’s military. See it for what it really is.”

Wenham, Mass.-based Mullen, an Interpublic Group agency, added the account following a review in January 2002. At the time, annual spending was estimated at $15-20 million.

The goal of the joint armed forces recruitment initiative is to encourage adults to be more inclined to advocate military service to young people, the DOD said in a statement.

A single TV spot features Valerie Vigoda, a musician and former lieutenant in the U.S. Army National Guard. “The fact that I’ve decided to go for my music career and succeed or die trying is, I think, a function of the confidence I got from being in the military,” she says in the spot. The commercial will break nationwide in mid-July, a Mullen representative said.

Print ads breaking in national magazines through the summer feature numerous veterans such as Chad Hennings, a former Dallas Cowboys star who serves in the U.S. Air Force Reserves. The text of that execution begins: “During his nine years as a defensive tackle for the Dallas Cowboys, Chad Hennings earned not only three Super Bowl rings, but the collective respect of players and coaches across the league. Not just as a result of rigorous physical conditioning and teamwork, but because of his four years at the Air Force Academy and tour of duty flying A-10 Thunderbolt missions.”