In response to Jonathan Majors’ arrest on Saturday for an alleged assault, the U.S. Army has halted its advertising campaign starring the actor. The two “Be All You Can Be” ads with Majors serving as the on-screen narrator were taken down on Sunday.
The U.S. Army intends to keep airing additional campaign advertisements and to maintain a strong online presence in addition to a prominent spot during coverage of the NCAA March Madness tournament. During Saturday night’s NCAA broadcasts, advertisements for Majors were still playing.
Laura DeFrancisco, the director of public affairs for the Army Enterprise Marketing Office, said in a statement that “the U.S. Army is aware of the arrest of Jonathan Majors and we are profoundly concerned by the allegations surrounding his detention.” “We recently released two advertisements featuring Mr. Majors.
Although Mr. Majors is presumed innocent until proven guilty, common sense requires that we withhold our advertisements until these charges have been thoroughly investigated. It was widely believed that the multi-million dollar “Be All You Can Be” campaign represented a new push by the U.S. Army to recover from its worst recruiting year in recent memory.
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The company hired about 45,000 people in 2022, falling 25% short of its targets. The choice to focus the advertising campaign on a famous person like Majors was an attempt to rekindle young Americans’ interest in serving in the military.
The hero of the recently released blockbusters “Ant-Man and the Wasp: Quantumania” and “Creed III” as well as the buzzed-about Sundance thriller “Magazine Dreams,” Majors has earned a reputation as a rising star in Hollywood.
After an altercation with a 30-year-old woman, who was transported to the hospital with “minor injuries to her head and neck,” authorities said Majors was detained on domestic violence charges in New York on Saturday. The actor, according to Majors’ legal counsel, is “totally innocent.”
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Criminal defense attorney Priya Chaudhry stated on Sunday morning that they were “rapidly gathering and submitting information to the District Attorney with the expectation that all charges would be dropped shortly.”
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