New Ammunition

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The flag waves in all its glory. A stark piano riff builds as a montage of images of soldiers—past and pres ent, old and young, in action and at rest—unfolds. The spot ends with the only copy in the ad: “Every generation has its heroes. This one is no different.”

The commercial, which began running two weeks ago, marks the next stage in the evolution of Leo Burnett’s “Army of one” campaign, an effort that was met with some resistance and criticism for its seemingly contradictory tagline.

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