The U.S. Army is moving beyond traditional TV advertisements to reach 18- to 24-year-old recruits with a new branded content series on Fox.
The 10-episode series "Starting Strong" will premiere June 2 on Fox affiliates in 16 cities, as well as online.
Created in partnership with Ricky Schroder Productions, the reality-TV inspired show will track the recruitment and experience of a potential recruit interested in becoming an Army soldier.
The series was shot at actual Army installations including those in Fort Bragg, N.C. and Joint Base Lewis in McChord, Wash.
"We have always known that our soldiers are the best advertisement for our Army," says Mark S. Davis, deputy assistant secretary, marketing, U.S. Army. "But it is difficult to show the lifelong benefits of joining the Army team, while countering the many myths about our Army, in a 30-second commercial. We needed a new approach that allowed a deeper unscripted discussion with our key audiences."