THE U.S. ARMY - OVERCOMING OBSTACLES
CLIENT: ARMY
AGENCY: DDB
COMPOSER: ROB SIMONSEN, TAYLOR LIPARI-HASSETT
For the first time since 2001, the U.S. Army introduced a new brand, by redefining the iconic and most recognizable slogans of all time: “Be All You Can Be.” And along with those five impactful words, there was a well-established melodic component, which had soundtracked multiple recruitment campaigns in the 80’s and 90’s. So, when it came time to create the musical scores for the campaign, showcasing the Army’s 248 year history of overcoming obstacles and starring Emmy and Critics’ Choice Award nominated actor Jonathan Majors, we wondered if a 43-year-old jingle could hold inspiration for the musical story being told. We hired famed film composer Rob Simonsen (The Whale, Stranger Things S4, Foxcatcher) and his composing partner Taylor Lipari-Hassett to bring the work to life; weaving the 5-notes of “Be All You Can Be” into a highly cinematic, immersive, and emotive score with one eye in reverence for the Army’s resilient past and another toward a collective future of optimism and opportunity.