Lazare Comes On Strong For The Army

Maybe Lewis Lazare likes a man in uniform. He so rarely enjoys a commercial. Yet, new video Army footage from McCann Erickson/New York (that has yet to be edited into a 30-second spot) has the otherwise reticent and detached observer falling all over his keyboard.

Let’s not mince words: This piece of exquisitely edited video, which might ultimately be cut to create one or more TV spots, packs one hell of an emotional wallop. And that’s just what you would hope and expect to accompany a campaign that will carry the new tag line “Army Strong.”

Army Strong? I must be hearing this out of context, or something.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.