U.S. Army Will Use ‘Epic Storytelling’ to Attract Gen Z in Next Marketing Push

By Minda Smiley 

Today in news that’s not quite news, we’ve got something for you hot off the press: the U.S. Army has plans to release a campaign next month. Apparently, they just couldn’t wait to get the word out.

Craving some teaser content? Sorry, we’ve got nada. But we do know that the “What’s Your Warrior?” campaign will use “epic storytelling” to try and grab the attention of the ever-elusive Gen Z, which the Army has struggled to recruit from in recent years (in January, NPR reported that the Army fell short of its recruiting goal by 6,500 people in the last fiscal year, which it largely attributed to a lack of interest from the demographic).

“We know today’s young men and women want more than just a job. They desire a powerful sense of identity, and to be part of something larger than themselves,” Secretary of the Army Ryan D. McCarthy said in the press release. “’What’s Your Warrior?’ highlights the many ways today’s youth can apply their unique skills and talents to the most powerful team on Earth—one uniquely qualified to solve the world’s most impossible challenges.”


The effort will be handled by Omnicom’s DDB, which won the multi-billion dollar account last year from incumbent McCann. Following the win, the Army’s marketing division relocated from Arlington, Virginia to Chicago to be closer DDB’s offices.