The campaign, the result of extensive research, was the first change to the US Army's advertising in more than 20 years. Featuring real soldiers it's designed to appeal to modern youth, highlighting Army values and unity. The soldier explains about his role as well as the routine exercises where equipment is being used. Troops are shown working with helicopters and deploying across open ground. Finishes with the tagline 'I am an army of one'. Publicis Groupe's Leo Burnett USA.