Army Appeals to Teens' Relatives, Mentors

CHICAGO Leo Burnett targets parents, grandparents, teachers and counselors—anyone who might influence a teen’s decision to join the military—in its latest round of advertising for the U.S. Army.

The Chicago agency’s television campaign, which broke during the NCAA basketball tournament last week on CBS, features teens talking to their parents about their career paths. In one spot, a daughter says she wants a job where she can “help people and be incredibly successful.” She continues: “If I gave a hundred people a shot at a different life, then they’d be successful, and that would make me successful.”