The U.S. 2021 recruitment ad collapsed.
How bad is it? In the more than 20 days since the release of YouTube, the number of plays is only more than 1.5 million, the number of likes is less than 5000, the number of points... 100,000+...
Another result of clicking more than 20 times the number of likes is that the video comments section has been scolded to close...
Many people also said that compared with the recruitment advertisements of China, Russia and the United States, the American version really made people want to join the army more...
So, what is the situation of the US military's advertisement this time?
To sum up in the words of the evaluators, it is "imposing political correctness, detrimental to the american military style, the storyline is old-fashioned, and there is basically no resonance."
See below for details.
Promotional image of The Calling, the latest U.S. recruitment advertisement
In May this year, the Pentagon's official military recruitment website and its YouTube account "GoArmy" released a series of "The Calling" recruitment ads.
The series of advertisements consists of five animated short films of more than two minutes, which introduce the growth stories and journeys of five American soldiers.
The protagonists of these five stories are Emma, a white woman, Richie, an African-American woman, An american woman, Jennifer, a Latino woman, and David, an Asian man.
Just by looking at the composition of this personnel, there is an american "political correctness" connotation.
This is not the most exciting part, and there are more "highlights" in the specific content of each short film.
Let's take, for example, the short film of Emma, the most viewed white woman, which tells this story:
Emma, a girl from California, grew up in a gay family with two mothers.
Emma considers herself to have a "typical childhood," such as practicing ballet and playing the violin.
Sometimes, Emma would follow her mother-in-law to the streets to take part in protests about sexual minority rights.
However, when Emma was six years old, one of her mothers fell seriously ill and was diagnosed by doctors as half-dead.
But after a long period of rehabilitation, with a strong will, this mother of hers successfully stood up...
Then, her two moms got married, and she was inspired by the scene.
As a result, Emma became the first place in high school through hard work and successfully entered a prestigious university for further study.
When she graduated, she saw the photos of the two mothers in her mobile phone and suddenly felt a sense of strength.
It is worth noting that the asian male David's painting style is somewhat different from the other four animated short films, the scene is simple, the action is stiff, the characters are rough, and there is a feeling of low-cost children's animation.
According to the Council on Foreign Relations' "Demographics of the U.S. Military, released last July, whites make up more than 70 percent of the U.S. military, compared with a 5:1 ratio of men and women in the military.
As a result, the largest number of white men did not appear in this "The Calling" recruitment ad...
Some people deliberately put the recruitment advertisements of China, Russia and the United States together for comparison, and this comparison is directly divided.
China: Iron Discipline!
Russia: The power of bullets!
USA: I have two moms...
China: Our soldiers are disciplined!
Russia: Our soldiers are incredibly powerful!
USA: If we use the wrong gender pronoun for our soldiers, they will be mentally broken...
China: Medal of Honor
Russia: Call of Duty
United States: "Pony Paulie"
China: Glorious War Movies.
Russia: Epic War Movies.
USA: Disney Animation Channel.
China: I'm strong!
Russia: I am stronger!
USA: I'm lost...
Source: Central Committee of the Communist Youth League