Jonathan Majors’s arrest has forced the US Army to think on its feet following a newly launched advertising campaign featuring the Marvel star.
The actor, who was arrested Saturday (25 March) in New York on charges of strangulation, assault and harassment, was the narrator of two ads featured in a media campaign that was launched at the NCAA’s March Madness college basketball tournament.
Due to Majors’ casting in recent blockbusters Ant-Man and the Wasp: Quantumania and Creed III, army leaders hoped his involvement would help them reach the youth audience.
In a statement on Sunday (26 March), the Enterprise Marketing Office said that the Army was aware of Majors’s 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”.
However, the show must go on – and Major General Alex Fink,...
The actor, who was arrested Saturday (25 March) in New York on charges of strangulation, assault and harassment, was the narrator of two ads featured in a media campaign that was launched at the NCAA’s March Madness college basketball tournament.
Due to Majors’ casting in recent blockbusters Ant-Man and the Wasp: Quantumania and Creed III, army leaders hoped his involvement would help them reach the youth audience.
In a statement on Sunday (26 March), the Enterprise Marketing Office said that the Army was aware of Majors’s 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”.
However, the show must go on – and Major General Alex Fink,...
- 3/30/2023
- by Jacob Stolworthy
- The Independent - Film
The Army is mobilizing to quickly update its planned Jonathan Majors recruiting ads touting the service so that they can run as scheduled.
The ads were pulled last Sunday following Majors’s weekend arrest on various assault charges. The new ads will be part of the men’s and women’s Final Four advertising offerings by the Army.
Majors was brought on board as a narrator of the revived “Be All You Can Be” Army ads. The service hoped to capitalize on his popularity, thanks to his work in the recent Creed III and Ant-Man and The Wasp: Quantumania films.
Majors was charged with two counts of Assault in the third degree, which are misdemeanors, and lesser charges of Attempted Assault in the third degree, aggravated harassment in the second degree, and harassment in the second degree, per his attorneys. This came in what was described as a domestic dispute...
The ads were pulled last Sunday following Majors’s weekend arrest on various assault charges. The new ads will be part of the men’s and women’s Final Four advertising offerings by the Army.
Majors was brought on board as a narrator of the revived “Be All You Can Be” Army ads. The service hoped to capitalize on his popularity, thanks to his work in the recent Creed III and Ant-Man and The Wasp: Quantumania films.
Majors was charged with two counts of Assault in the third degree, which are misdemeanors, and lesser charges of Attempted Assault in the third degree, aggravated harassment in the second degree, and harassment in the second degree, per his attorneys. This came in what was described as a domestic dispute...
- 3/30/2023
- by Bruce Haring
- Deadline Film + TV
The U.S. Army will run ads this Saturday during the NCAA Final Four Tournament using existing footage from older commercials and unused material from the new Be All You Can Be campaign instead of featuring actor Jonathan Majors.
A day after the Creed III actor was arrested last weekend for allegedly assaulting a woman in New York, the Army announced that it would be pulling ads from its new campaign aimed at enlisting Gen Z. Majors’ rep has said he is “completely innocent.”
Although other ads from the Majors-led campaign will be postponed, the repurposed ads will help ensure the Army avoids losses in its planned $70 million advertising buy.
“We are absolutely able to utilize a majority of what we have invested,” Maj. Gen. Alex Fink, head of Army Enterprise Marketing, said in an interview with the Associated Press. “We think that we’ll have some brand new creative...
A day after the Creed III actor was arrested last weekend for allegedly assaulting a woman in New York, the Army announced that it would be pulling ads from its new campaign aimed at enlisting Gen Z. Majors’ rep has said he is “completely innocent.”
Although other ads from the Majors-led campaign will be postponed, the repurposed ads will help ensure the Army avoids losses in its planned $70 million advertising buy.
“We are absolutely able to utilize a majority of what we have invested,” Maj. Gen. Alex Fink, head of Army Enterprise Marketing, said in an interview with the Associated Press. “We think that we’ll have some brand new creative...
- 3/30/2023
- by Abbey White
- The Hollywood Reporter - Movie News
Jonathan Majors’ ad campaign for the U.S. Army, pulled after his Saturday arrest for allegedly assaulting a woman during a domestic dispute and since scrubbed from the organization’s official channels, was no ordinary sequence of commercials. The two spots, filmed in the Southern California area in January, were crucial components of a much larger ongoing rebranding effort for the military force as it pivots its recruitment message for Gen Z in the years following the Afghanistan drawdown.
In the days prior to Majors’ arrest (in a statement the Army said it was “deeply concerned by the allegations”), The Hollywood Reporter had spoken with the campaign’s architects about its rollout: Major General Alex Fink, head of Army Enterprise Marketing — equivalent to a corporate chief marketing officer — as well as John Carstens, executive creator director of Team Ddb, its ad firm. Both discussed why Majors, whose criminal defense attorney has announced he’s “completely innocent,...
In the days prior to Majors’ arrest (in a statement the Army said it was “deeply concerned by the allegations”), The Hollywood Reporter had spoken with the campaign’s architects about its rollout: Major General Alex Fink, head of Army Enterprise Marketing — equivalent to a corporate chief marketing officer — as well as John Carstens, executive creator director of Team Ddb, its ad firm. Both discussed why Majors, whose criminal defense attorney has announced he’s “completely innocent,...
- 3/27/2023
- by Gary Baum
- The Hollywood Reporter - Movie News
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