The United States Army released a new video advertisement on Sunday, claiming, “Day or night, we own the fight.” The video advertisement demonstrated a major change from the Biden-Harris administration’s Army advertisements.
The Army shared the new video on Sunday in a post on X, formerly Twitter, alongside the caption, “Day or night, we own the fight.” The video features a group of U.S. Army soldiers walking through a dark forest at night with night vision gear.
The U.S. Army soldiers can be seen walking slowly through the forest before halting in front of a pack of wolves. After showing the wolves through the perspective of the night vision goggles, the video showed the Army soldiers resuming their operation through the woods. At the end of the advertisement, the Army’s slogan, “Be All You Can Be,” can be seen featured over the video’s background.
Outkick journalist David Hookstead noted that Sunday’s video advertisement by the U.S. Army joins a number of powerful recruiting advertisements and hype videos that the Army has released since January under President Donald Trump’s administration.
The Army’s “We own the fight” video advertisement comes as Secretary of Defense Pete Hegseth recently confirmed that “woke” initiatives are not a part of the Pentagon’s mission under the Trump administration and that the U.S. military is focused on “warfighting.”
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“The [Department of Defense] does not do climate change crap,” Hegseth tweeted on Sunday. “We do training and warfighting.”
Hookstead noted that the Army’s recent promotional videos have featured messages that highlight the strength of the Army rather than the diversity initiatives that were pushed by the Biden-Harris administration. The Outkick journalist explained that the Army’s promotional material targeting young American fighters represents a significant departure from the Army’s controversial advertisement in 2021, which featured an Army recruit with two lesbian moms.
Another recent promotional video shows U.S. Army soldiers training and firing weapons at a shooting range. The Army tweeted, “We train relentlessly, not until we get it right, but until we can’t get it wrong. Precision. Discipline. #Lethality.”