Army’s New Recruitment Drive: Maybe Fight Aliens!
The Army’s latest recruiting effort dips into a parallel universe, attempting to engage young sci-fi fans who may not be aware of the service’s high-tech career paths.
The partnership with Twentieth Century Fox puts Army recruiters on the front lines of the promotional push behind “Independence Day: Resurgence,” the sequel set to hit theaters June 24.
In the movie universe, the forces of a united Earth prepare for the return of aliens that laid waste to much of the planet in 1996, before being dramatically defeated at the last minute by heroes who looked remarkably like Will Smith and Jeff Goldblum.
The Army’s involvement, which includes both Army and film studio-produced commercials, as well as a website with interactive games for potential recruits, came about as movie marketers attempted to bridge the gap between the two films.
The campaign launched last week with an Army-produced television commercial featuring the proud father of an ESD soldier, a veteran of the first alien encounter, he explains over soft music that the “planet is safer because she’s defending it” before viewers are directed to Join ESD.
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