The Army spent $117 million on ads that originally starred Majors and plans to run the new ads in a $70 million advertising buy that includes time during March Madness games.
that will run beginning this weekend is a recut version of the"Be All You Can Be" trailer the Army released as a hype video ahead of the debut of the ads featuring Majors. The trailer has been re-edited into 60-second and 30-second versions that will begin to air this weekend.
A large portion of the overall cost is the $70 million advertising buy it made to feature the new campaign across media including streaming, digital billboards and television channels. The new campaign debuted during the men's and women's NCAA March Madness tournaments. From Monday through Friday this week, the Army has used the time it paid for to run old ads, not ads from the new"Be All You Can Be" campaign. The spots running this weekend will resume the campaign.
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