‘Above All’ is new Air Force ad campaign

[CommunityEditor]

The Air Force formally unveiled a new advertising campaign and the slogan, “Above All.”

“Above All” is supposed to reflect both the Air Force’s physical presence over battlefields and the critical nature of the service’s missions in air, space and cyberspace, according to officials at GSD&M Idea City, the Air Force’s ad agency since 2001.

The Air Force rolled it out Tuesday morning to airmen through the Air Force Portal, posting a short video and an explanation of the campaign’s aims.

“Above All is more than a slogan,” read a message sent out with the video. “Above all is the standard we hold ourselves to every day. Above all is what we do day in and day out. Above all, we are united in defending America.”

The goal of the campaign goes beyond recruiting — the Air Force also wants to educate the American public about its missions in an effort to elevate its stature and set the service apart from other services, the advertising company said.

In the proposed 2009 budget, the Air Force asks for a $59 million increase in its advertising budget.

“Without the funding, the ability to educate the American public about Air Force roles and missions will be limited ... ultimately creating a gap between the public and the Air Force ... and the Air Force’s ability to maintain its stature amongst the other services,” the budget request reads.

Similar to the Army’s “Army Strong” campaign, the “Above All” series of TV, print and Internet ads will reach out both to potential recruits and their “influencers.” This group of parents, teachers and mentors will be more likely to support a youth’s entry into the Air Force if they fully appreciate America’s dependence on Air Force missions, the thinking goes.

“It’s essential to our recruiting goals that America’s parents, influencers, Airmen and recruits understand how our dominance of air, space, and cyberspace helps defend America in today’s changing world,” said a message posted with the video on Air Force Portal.

The public rollout of the ad campaign is set to begin on Feb. 24, the posting said.


Article: http://www.airforcetimes.com/news/20...veall_080219w/
Video: http://www.militarytimes.com/multime...eallad_080219/


What do you think of the new campaign? Watch the video and tell us what you think by posting on the message board or sending e-mail to soconnor@airforcetimes.com.

Nice, but hopefully we get the money from Congress to maintain these aircraft. If not, I see the bone yard expanding.

I think it was well done, smooth and classy, great visual appeal!

Paul

Nice film, but I can''t believe that the F-117A is left out, as the F-117A is one of the biggest stars of the fleet since 1984 with huge successes in recent wars!

I've been begging for a new campaign since they rolled out "Do Something Amazing" which sucked! Its a nice change, well done and very professional. They left out the F-117 because they're being retired, by the way.

Smacks of "Army Strong"; therefore, I think it sucks. Why can't DoD hire half-way competent ad firms?

Once again, no love for the Bone. The Air Force doesn't know how to market anything beyond the F-16, the F-22 and the B-2.

I thought it was okay. I can see how the AF would want to stick with the sleek and exciting aircraft, staying away from the old and ugly B-52, KC-135, and my baby, the C-130. Not bad. I give it a B-.

A further waste of the taxpayer's dollar....it's not needed and the money could be better spent on something else....maybe like hiring new AF leadership.

Sounds like a new version of the Airman's Creed....I am an American Airman....Above All...... Does anyone else think that after 7 years at war our leadership could find something else to do besides make videos, creeds and redesign uniforms? Good grief how about paying us what we are really worth and taking care of our families! How about put the money being spent on these slogans and videos into fixing Tricare or actually abolishing it and going back to full service hospitals. The Army maintains full up hospitals and I get better care at their hospitals versus the AF "clinics".