The United States’ armed forces recruitment woes have not been a secret for several years now, none more so than the Army, and in an attempt to try and entice young Americans to enlist have actually backfired.
Back in April, Military.com reported the U.S. Army officially struck an $11 million deal with famous WWE wrestler and media personality Dwayne “The Rock” Johnson to produce messaging campaigns to encourage young Americans to enlist. This messaging was mostly meant to be done via the United Football League (UFL), a smaller professional football league acting as an alternative to the National Football League (NFL) during the Spring months, which Johnson is an owner of.
Army officials at the time, according to documents, revealed they were skeptical that this would be an effective partnership, as Gen-Z audiences are shifting away from conventional media consumption. The Army had already tried advertising with NASCAR, but that did not stick either.
Ignatios Mavridis, the deputy chief for Army marketing, said in 2023 the XFL – which would later merge with the USFL to create the UFL – was not a great option.
The XFL provides minimal unique market coverage not already supported by the Army’s current media plan. Limit any partnership activities with the XFL to the local level.
He said in a memo
Nevertheless, the Army went through with the brand deal. Laura DeFrancisco, a spokesperson for the Army Enterprise Marketing Office (AEMO), said in a statement: “The goal with this and any of our partnerships is to bring about a lasting change in how the Army is perceived by the American public. We want to show America that the Army is a great place to find your purpose and become the best version of yourself.”
Ranking officials also questioned the effectiveness of Johnson’s marketability and the image it would cast on the Army.
Fast forward to now it has been officially revealed that the campaign was an utter failure; one so bad that it resulted in several dozen enlistees decommitting. Military.com reported earlier this week:
The high-dollar, high-profile deal likely didn’t lead to a single new Army recruit and may possibly have had a negative impact on finding new enlistments, internal documents and emails reviewed by Military.com show. The service may even seek to get some of its money back.
The UFL deal was so catastrophic, it led to a projected loss of 38 enlistments, an internal review of the plan shows. Army planners use various metrics to judge whether time and money could be better spent in other efforts, and the effort and resources spent on the UFL were seen by the service as a net negative for recruiting.
Part of the allure of the deal was Johnson’s social media reach and an agreement that he would tout the Army. A titan on social media, Johnson has 396 million followers on Instagram. The Army valued each social media post at $1 million, service documents show, and it was expecting five of them. But Johnson did not fulfill his end of the deal — making only two of the five social media posts, Army documents show.
In total, the Army wants to recoup $6 million from the UFL, documents show. However, it was unclear how the service came up with that figure.
“We are in the process of working with the UFL to determine the final cost,” Laura DeFrancisco, a spokesperson for the Army’s marketing arm, told Military.com.
Johnson hasn’t posted anything on his Instagram related to the Army since April. One post mostly featured photos of him with generals, including a photo of him hugging George. Another was clips of his tour of Walter Reed National Military Medical Center in Maryland.
In terms of The Rock, it’s unfortunate he was pulled away at a time when we expected him to be present with us to create content for his social media channels. But we’re working with the UFL to rebalance the contract. The Rock remains a good partner to the Army.
Col. Dave Butler, a spokesperson for George, told Military.com in a statement.
The WinePress has noted the armed forces’ recruitment failures in a handful of reports. The Army has been so desperate to entice potential recruits to enlist they have used e-girls in an attempt to deceive young men into thinking that these types of women will be the Army also. Even the controversial Island Boys were contracted to promote the Army.
AUTHOR COMMENTARY
What chowderheads thought some annoying celebrity in Dwayne Johnson, some roided shill that sold his soul for fame and fortune a long time ago, and steels a title for Jesus Christ for himself, would entice Gen-Z’ers to enlist?
Jeremiah 48:14 How say ye, We are mighty and strong men for the war?
Gen-Z ain’t joining, or at least not at the rate that the Army and other branches need to replenish its forces; and even if there is a draft in the near future, I reckon a LOT of Gen-Z’ers are going to rebel hard. There is nothing you are going to tell these people. It’s not because of entitlement and being spoiled brats: it’s because they are awake to how the system works against them, and have no intention to serve for a country that hates them, and for a society that is rapidly collapsing and thus leaving them feeling as if there is no hope.
And then you look at what’s happening in real-time. They’re not dumb, they see what’s happening in Ukraine: well over 500,000 of its men lie dead with no recaptured land; and then demoniac Lindsey Graham comes on TV and says America can’t abandon Ukraine because it has very rich mineral deposits.
Plus, the problems are very deeply rooted – issues I covered in my above report about the Army using e-girls for recruiting.
And then you have an ever-growing number of veterans coming out on social media basically urging the next generation not to join, all warning about the blatant corruption going on, and how this country could care less about them. Just look them up, there’s tons of them.
For example, a retired Navy SEAL called Frogman Tactical said in a statement after the House passed a bill to automate the draft:
There is zero chance my children will be sent off by government choice to fight their wars. I have been adamant about the choice to serve is a severe sacrifice and I will support my children if they choose to go, however I’d hope they didn’t. I personally couldn’t care less who thinks avoiding war is weak. My children will never be forced. Until my death.
SEE:
- Army Veteran Gives Passionate Speech About What The US Military Is Really About And Why People Need To Resist
- US Soldier Forced To Pay For Gear He Was Ordered To Leave In Afghanistan, As 71-Year-Old Forced To Pay Over $100K In Pension Fees To VA
- US Congress Passes Bill To Automatically Enroll Men Aged 18-26 In Military Draft
- After Another Abysmal Year Of Military Recruiting, Pentagon Still Sells Fake Optimism
- US Military In Serious Trouble As It Cannot Repair Their Own Equipment, At The Mercy Of Defense Contractors
- US Army At West Point Introduces Wild Education That Includes ‘Deconstructing Patriotism,’ Cross-Dressing, Gender Norms, And More
- New Data Shows That 10,000 US Army Soldiers Fell Into Obesity Since Lockdowns
- US Army Will Now Expand Weight Limits For Recruits As Number Of Enrollees Continue To Shrink
- US Army Decides To Do Less Screaming During Training To Appeal To Gen-Z
[7] Who goeth a warfare any time at his own charges? who planteth a vineyard, and eateth not of the fruit thereof? or who feedeth a flock, and eateth not of the milk of the flock? [8] Say I these things as a man? or saith not the law the same also? [9] For it is written in the law of Moses, Thou shalt not muzzle the mouth of the ox that treadeth out the corn. Doth God take care for oxen? [10] Or saith he it altogether for our sakes? For our sakes, no doubt, this is written: that he that ploweth should plow in hope; and that he that thresheth in hope should be partaker of his hope. (1 Corinthians 9:7-10).
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I’m not enlisting nor am I taking ROTC at a university with my degree in whatever paid for by the US Army to become a commissioned officer.
I’m also not joining the Navy, or the Air Force, and definitely not the Marines.
We are witnessing the fall of Rome in modern times and it’s going to crash so hard there’ll be tremors and aftershocks in lands as far as Norway! Even Indonesia will feel after effects from America’s fall.
Would you happen to have review article on the documentaries of vaxxed.com part 1 and 2
Not only the mistreatment of military personnel, Just look how they mistreat the Vets. I know I’m one.
I know John M., and the U.S. expects us regardless of our generation, to fight and serve for them and rather for a bunch of bankers, oil tycoons, and Wall Street gangsters? Yeah, when pigs fly!
And to be treated like crap and despised afterwards? Forget it! America is doomed!
Sorry I just could get through that video at the end. His vocabulary has TOOOOO many foul words it vexed in just under 10 secs.
God protect you, brother! I don’t know how you can stand it at times!