Army Tries a Reality Style for Recruitment

Starting Strong

The US Army is joining with the actor Ricky Schroder to produce commercials, styled like a television reality series.

The Army is trying to produce commercials styled like a television reality series because younger people increasingly ignore traditional forms of advertising.

“Starting Strong” follows 10 young men and women visiting Army installations like Fort Bragg and Fort Sam Houston, finding out from soldiers about different military occupational specialties — jobs, to civilians — and considering whether to join the Army. The spots are being produced for the Army by Mr. Schroder and his company, Ricky Schroder Productions.

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