We want YOU! Video Marketing Examples #26

^{Obligatory disclaimer: This isn't an ad or sponsored content. We simply wanted to share this analysis with you as a great, recent example of video marketing.}

Think of army recruitment, and this iconic poster won’t be far from your thoughts…

For decades, artwork like this has played an important part in army recruitment: piercing, vibrant illustrations that call out to the viewer, and seek to inspire action.

So it was interesting to see the U.S. Army take this to the next level this week, with the launch of an animated video campaign dubbed ‘The Calling.’ 

This series of 5 short animated films tells the story of 5 different recruits - from traditionally underrepresented backgrounds, including a Dominican immigrant, an African American woman, and a Haitian man. 

The tagline for the campaign reads: “See how five young Americans made the most important decision of their lives, for reasons as diverse as they are.”

Take a look at each of the videos below...

The most interesting thing about these videos is that they really demonstrate the power of animation as a storytelling tool.

With animation, the videos are able to bring these personal stories to life - not with low-res photographs or footage, or with hokey, acted-out recreations, but with full control over the scenery, look and feel of the characters, and narrative structure.

This makes the whole thing so much more immersive, so much easier to watch and consume, so much more aesthetically beautiful.

And, unlike our traditional Uncle Sam poster - “I want YOU” - a call out to ‘whoever’ sees the poster, with zero option for targeting - these videos are able to focus on specific characters. 

This makes them excellent tools for targeted promotion, reaching people of similar backgrounds and inspiring them about the opportunities offered by the U.S. Army as a career choice.

General Patrick Michaelis, deputy commander of US Army Recruiting Command, told Military.com that the new videos are a “distinct departure” from previous campaigns.

We couldn’t agree more - and it’s an intimate portrayal made all the more powerful by the use of animation!

Feeling inspired?

Whether you’re looking to recruit - or achieve any other goal - click the button below and let’s talk about how we can help you do amazing things with animated video!