The Officer Profession: Recruitment and Retention and Personnel Management

"From the 1980's and 1990's, these commercials were a component of the U.S. Army's 'Be All You Can Be' recruiting campaign. With this new slogan, the Army greatly increased the number and quality of its recruits over the two decades of its use. The initial idea for the slogan, 'Be All You Can Be,' came from Earl Carter of N.W. Ayer and Son advertising agency, under the direction of then Major General Max Thurman, Commanding General of U.S. Army Recruiting Command."