US Military taps into shifting Gen-Z mindsets
JAMRS partnered with agency MullenLowe to reframe what military service can mean to a generation seeking purpose and personal growth.
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The US Volunteer Force needs people to protect the country. Yet, according to the Joint Advertising Market Research & Studies (JAMRS) a program within the Department of Defence, a record-high number of young Americans (16-24) never even consider military service.
Gen Z is navigating a vastly different landscape than previous generations, delayed milestones, financial pressures, and social media-driven culture are reshaping their definition of success. Today’s young adults aren’t just looking for a career; they want a life that aligns with their passions and ambitions.
Armed with this insight, JAMRS partnered with MullenLowe to reframe what military service can mean to a generation seeking purpose and personal growth.
Credits
View on- Agency MullenLowe/Boston
- Production Company The Corner Shop
- Director Ellen Kuras | (Director/DP)
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Credits
View on- Agency MullenLowe/Boston
- Production Company The Corner Shop
- Director Ellen Kuras | (Director/DP)
- Executive Producer/Co-Founder Anna Hashmi
- Executive Producer Katie Taylor
- Head of Production Mini Bhogal
- Editing Work Editorial/USA
- Editor Bill Smedley
- Edit Producer Victor Medina
- Assistant Editor Audrey Weiner
- Editorial Executive Producer Alejandra Alarcon
- VFX Parliament VFX
- VFX Supervisor Phil Crowe
- VFX Supervisor. Udesh Chetty
- VFX Creative Lead Dan Fine
- Executive Producer Anna Kravtsov
- Color Rare Medium
- Colorist Mikey Rossiter
- Colorist. Stephanie Park
- Color Producer Nubia Lima
- Sound Design & Mix Sonic Union
- Audio Engineer Rob DiFondi
- Audio Executive Producer Mary Kate Valentino
- Music Q Department
- Music, Walker
- Executive Creative Director Tim Vaccarino
- Group Creative Director John Wolfarth
- Group Executive Producer Mary Donington Robinson
- Associate Creative Director Joe Palasek
- Creative Director/Art Bill Knight
- Producer Suza Horvat
- Editorial Head of Production Christopher Delarenal
- VFX Creative Lead Kay Khanna
- VFX Producer Anna Borysewicz
- Audio Post Producer Patrick Sullivan / (Head of Production)
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency MullenLowe/Boston
- Production Company The Corner Shop
- Director Ellen Kuras | (Director/DP)
- Executive Producer/Co-Founder Anna Hashmi
- Executive Producer Katie Taylor
- Head of Production Mini Bhogal
- Editing Work Editorial/USA
- Editor Bill Smedley
- Edit Producer Victor Medina
- Assistant Editor Audrey Weiner
- Editorial Executive Producer Alejandra Alarcon
- VFX Parliament VFX
- VFX Supervisor Phil Crowe
- VFX Supervisor. Udesh Chetty
- VFX Creative Lead Dan Fine
- Executive Producer Anna Kravtsov
- Color Rare Medium
- Colorist Mikey Rossiter
- Colorist. Stephanie Park
- Color Producer Nubia Lima
- Sound Design & Mix Sonic Union
- Audio Engineer Rob DiFondi
- Audio Executive Producer Mary Kate Valentino
- Music Q Department
- Music, Walker
- Executive Creative Director Tim Vaccarino
- Group Creative Director John Wolfarth
- Group Executive Producer Mary Donington Robinson
- Associate Creative Director Joe Palasek
- Creative Director/Art Bill Knight
- Producer Suza Horvat
- Editorial Head of Production Christopher Delarenal
- VFX Creative Lead Kay Khanna
- VFX Producer Anna Borysewicz
- Audio Post Producer Patrick Sullivan / (Head of Production)
The latest evolution of the You Have a Calling, We Have an Answer campaign shifts the narrative: military service is more than a noble calling, it’s a smart, strategic choice that can help young adults achieve their future goals. While the tagline remains, its meaning expands beyond career aspirations to encompass a fulfilling life.
Directed by acclaimed Academy Award-nominated filmmaker Ellen Kuras, well-versed in military storytelling through her work on Lee, Catch 22 and The Betrayal, the campaign’s centrepiece is a series of cinematic films that reframe military service as a transformative experience, one that can propel young people toward an extraordinary future. Complementing the films is a robust social media strategy that shares real-life stories from current service members and drives engagement on TodaysMilitary.com. With military subject matter experts helping shape the creative, the campaign strikes a balance between authenticity and aspiration.
This multi-year platform reflects the strength of MullenLowe’s decades-long partnership with JAMRS, built on a shared commitment to understanding and adapting to the next generation. By understanding the evolving needs of young adults, MullenLowe been able to craft a campaign that meets Gen Z where they are today.
