Skip to main content Skip to footer site map

A New Army TV Ad 'Jumps' into Recruiting - and More Might be on the Way

November 8, 2023

Patty Nieberg

Task & Purpose

By Patty Nieberg, Task & Purpose / November 7, 2023

A new Army commercial launched last weekend evokes a familiar feeling for new soldiers and even most young people – anticipation, or even fear, of what’s to come.

On Nov. 4, the Army released  “Jump,” the fourth commercial in its “First Steps” campaign, which features the moments before a soldier’s first parachute jump from a CH-47 Chinook helicopter. 

The campaign, launched in August,  tries to bring home the idea that “you’re not in it alone,” and “the Army will help you through those things,” said Laura DeFrancisco, spokesperson for the Army’s Enterprise Marketing Office, the service’s corporate advertising entity. “You see these soldiers doing these miraculous things and they’re like these true warriors. Well, they all started out at the beginning taking that first step.”

The audio for “Jump” (or “First Jump,” as it’s called on one Army channel) alternates between the snapping of the helicopter’s blades and the soldier’s deep breaths as he waits to step out into the sky, drifts to the ground and lays flat but smiling widely as his fellow troops surround him. “Your greatest victories are never achieved alone,” the narrator says.

Read the rest of the article here: