Mothers, Don’t Let Your Sons Grow Up To Be Cowboys

Halley Suitt is not lovin’ the Army’s pitch. Given that she has a son, it’s perfectly understandable.

Sometimes while watching the evening news on TV, I have to grab my head on both sides, and start screaming, because the things they say are so HORRIFYING, I think the evening news is being penned by Stephen King.
Yes, the evening news is Carrie or something.
Like tonight, they report that the military recruiting geniuses have given up on their usual hack-kneed pitch of trying to make young men join up to be heros and have fun — (remember that old campaign “BE, ALL THAT YOU CAN BE” and the sexy pictures of war they used to sell you with?) and now they’ve determined that the reason young guys and gals aren’t joining the military fast enough is their DAMNED PARENTS ARE TALKING THEM OUT OF IT. Can you imagine that?! Those meddlesome parents trying to keep their kids alive — how dare they!?
So their new pitch is these mind-fuck commercials where the father is talking to the son about being “a man” or let me translate, how to become an alpha male moron and get shipped far away to get killed to prove what a great guy he is … I mean was.
I have news for the news … when you put on a segment about such an insane thing and really take no editorial position on the content, it’s not news, it’s advertorial and should have that slimey label on the screen. It was a nicely edited military recruiting video, being played during primetime.



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 head of brand strategy and creative at Bonehook in Portland, Oregon.