Army of One

The "Army of One" advertising campaign was launched by the U.S. Army in January 2001, replacing the long-running "Be All You Can Be" slogan. Created by advertising agency Leo Burnett with a contract worth over $100 million, the campaign aimed to appeal to Generation Y (17-21 year-olds) and address recruiting problems. The slogan focused on individual empowerment and personal transformation, emphasizing that each soldier makes a unique contribution to the Army's success. The campaign utilized a multi-media approach, including TV commercials, online content, and webisodes, to reach its target audience.