By Lolita C. Baldor
WASHINGTON (AP) --The arrest of actor Jonathan Majors has upended the Army's newly launched advertising campaign that was aimed at reviving the service's struggling recruiting numbers.
Majors, who authorities said was arrested Saturday in New York on charges of strangulation, assault and harassment, was the narrator of two ads at the heart of a broader media campaign that kicked off at the start of the NCAA's March Madness college basketball tournament.
Army leaders were hopeful that the popularity of the star of the recently released "Creed III" and "Ant-Man and The Wasp: Quantumania," would help them reach the youth audience.
In a statement Sunday, the Army's Enterprise Marketing Office said that the Army was aware of Majors' arrest and was "deeply concerned by the allegations." It added that while Majors "is innocent until proven guilty, prudence dictates that we pull our ads until the investigation into these allegations is complete."
New York City police said the actor was involved in a domestic dispute with a 30-year-old woman. "The victim informed police she was assaulted," a police spokesperson said in a statement.
A lawyer for Majors, Priya Chaudhry, said in a statement Sunday there was evidence clearing Majors and that the actor "is provably the victim of an altercation with a woman he knows."
The Army ads, titled "Overcoming Obstacles" and "Pushing Tomorrow," are part of the plan to revive the Army's "Be All You Can be" motto. They highlighted the history of the Army and some of the many professions that recruits can pursue.
The "Be All You Can Be" slogan dominated its recruiting ads for two decades starting in 1981. A nearly two-minute preview video, made available before the campaign rollout in early March, featured soldiers jumping out of airplanes, working on helicopters, climbing obstacle courses and diving underwater. A voiceover said: "We bring out the best in the people who serve, because America calls for nothing less."
In the Army's worst recruiting year in recent history, the service fell 25% short of its goal to enlist 60,000 recruits in 2022. The new ads were a key element in the Army's drive to find creative new ways to attract recruits and ensure that the service has the troops it needs to help defend the nation.
Army Secretary Christine Wormuth said the Army has set a difficult goal for this year: aiming to bring in 65,000 recruits, which would be 20,000 more than in 2022.
Sinners and Saints Adds Apple Pie To Its Branded Menu
Bicoastal Sinners and Saints--the multidisciplinary studio overseen by managing director/executive producer Heather Heller, and partners/EPs Yann Henric and Thomas Carroll--has added Apple Pie Tabletop to its roster for branded content. Known for its food and beverage content creation, Apple Pie comprises the husband-and-wife team of director/DP Gene Dubin and director/art director Alisa Volodina. In addition to representation, the move expands Apple Pie’s production capabilities through the combination of its centrally located full-service studio in New York and a newly established mobile studio in Los Angeles. Apple Pie recently teamed with Sinners and Saints on a Wienerschnitzel project created by Innocean.
“We believe that our dual studio strategy positions us uniquely in the competitive landscape of food and beverage storytelling,” said Heller. “By blending the artistry of the New York studio with the flexibility of our Los Angeles location, we can tailor our productions to meet the unique demands of each project, regardless of geography.”
“Working with Sinners and Saints in the demanding field of tabletop was an absolute pleasure,” shared Apple Pie Tabletop in a joint statement. “Warm welcome, unwavering support and dedication--everything a director can ask for. The entire experience was both enjoyable and rewarding. We will not miss an opportunity to collaborate with them again.”
“The first thing you notice is that Apple Pie has beautiful work,” Heller observed. “Having worked with them, I can say that Gene and Alisa are extremely meticulous and detail-oriented; their combination of talent and agility appeals to agencies and clients.” Also appealing to Heller is Apple Pie Tabletop’s brisk international... Read More