live on u.s.
GEN Z. WE HEAR YOU. You’re drowning in debt. Inflation is at an all-time high. And entry-level gigs can’t keep up. You need someone who will take the burden of capitalism off your back. Someone who will pay your rent and an allowance. Gen Z: you deserve a provider. It’s time for you to start living on the U.S. Army’s dime— For you to Live on U.S.
OOH
SOCIAL
live on daddy’s dime
Daddy’s a term Gen Z knows and loves, so why not speak their language on social. Army influencers show how good life gets when it’s paid for on Daddy’s dime.
ACTIVATION
SEO secures the bag
Next time someone hits up Google for financial advice, the ARMY Benefits page will be the top result.
ACTIVATION
body-ody-ody on u.s.
Gen Z loves workout classes but can’t afford them. We’ll foot the bill for that fancy studio sesh when you sign up for
an ARMY information session.
ACTIVATION
daddy’s card comes with perks
AMEX and Army link up to send 10 recruits
on the trip of a lifetime. This year, anyone who completes basic training gets the chance to win a stay at Daddy’s Summer Home.
For one month, winners live large with a personal chef, trainer, and private helipad.
And to highlight AMEX’s existing military perks, these 10 lucky troops get an ARMY Platinum Card. They have free reign to charge Daddy’s card as they live under his roof.
Copywriter: Molly Hogan