Be All That You Can Be

From the 1980's and 1990's, these commercials were a component of the U.S. Army's "Be All You Can Be" recruiting campaign. With this new slogan, the Army greatly increased the number and quality of its recruits over the two decades of its use. The initial idea for the slogan, "Be All You Can Be," came from Earl Carter of N.W. Ayer and Son advertising agency, under the direction of then Major General Max Thurman, Commanding General of U.S. Army Recruiting Command.

[@Mindraker1]

The 80s: when you can wink and smile at your first sergeant.

[@borderlands10]

Pretty sure you'd get your ass chewed out for it back then.

[@kinglove4370]

mindraker 1 these US Army commercials bring back great memories of TV viewing in particular.that "be all that you can be" jingle was one of the frequently reacuring ones one would hear when watching TV in those last two decades of the 20th century.

[@vannjunkin8041]

No kidding.. love ya top.. you're so cool🤘🏽🤘🏽.. yeah right

[@PeteKay]

The 80's: when you were still getting smacked around by your NCOs. :) Different times :)

[@vannjunkin8041]

@@PeteKay absolutely they were smart enough to shut the f****** door too

[@alantoon5708]

By far the best recruiting ad ever... They got me for 20 years...

[@dudebro3250]

Too bad you were conned into it. Blowing up the 3rd world for no reason isn't exactly protecting and serving.

[@DavegoingCrazy]

nah bro be honest that sweet reenlistment bonus got you every time you were thinking of getting out 😂😂 they got me in iraq that way 👍🏻👍🏻

[@pilotreg]

theyre making the new 'be all you can be' advertisments like this instead of 'find your calling' ads

[@NorthEastmedia001]

Have you seen Indian army video

[@DaLoganFrost]

Same... 98-07.... Be all you can be. Got me in! 😂

[@motojl]

After I joined the 82nd back in the day I called my mom and proudly announced the news, and told her I was a bad-ass paratrooper. My mom, who spent many years as a civil servant on Marine Corps bases, said, " I know what you do. You walk around the barracks picking up cigarette butts." She nailed it.

[@bbobafett2554]

🤣

[@goodbonezz1289]

Lol…I hope you reminded her, she was still a dirty leg!

[@UNSC-Saratoga]

Moms have a way of cutting your ego down to size

[@workingthrumyissues]

😂😂😂thank you for your services. Cool mom.

[@donald3thompson323]

I was very happy when I've passed the ASVAB. I WAS REALLY HAPPY I HAD JOINED THE UNITED STATES ARMY.

[@mariahgonzalez8574]

0:50 They really had this man walking off a private jet, casually greeted by his family. I have yet to experience this in the Army lol

[@WillRobinsonDanger]

You will not!!!!! The only "private jet" experienced is when you get out of a C130 on your lonesome!!!!! Damn, GOOD TIMES!!!!!!!

[@obhalothane]

That was regional jet and in the early to mid 80s there were still airports like Richmond International then Byrd Airport that did not have the jetway You walked out of the airport onto the ground to mobile stairway and exited same way

[@FN_FAL_4_ever]

Disclaimer: Individual experiences will vary.

[@user-yq3fz9ch5q]

Well that "man" is a Sergeant serving as a United States Army Ranger, assigned to the 1st Ranger Battalion on Hunter Army Airfield before it was a Regiment. Earned the right to wear the black beret, before it became a participantion trophy for big Army. Is Jumpmaster/HALO qualified. It was a recruitment commercial, the owners (older couple) donated their time time and plane for the recruitment efforts. There, that's your 80s Army history for the day.

[@TheMrPeteChannel]

Like the other dude said, it's an early regional jet. Just a business jet with extra seats. Now they look like stretched limousines with wings.

[@69in89]

My 1SG would've been like "Don't fuckin' talk to me Davis - get a battle buddy and go police call that parking lot"

[@Bluewave2024X]

Same here Bro

[@danquar]

Same, and then field strip all the cigarette butts.

[@ServalShots]

straight savage lmao

[@tacticorememes]

I remember my 1SG in the Deuce, "Good morning 1SG!" "Fuck outta my face Airborne before I kick your chin off!" Goddamn I miss the Army!

[@jet0577]

Lmao!!!

[@nosepickerultimus]

I tried smiling at my first sergeant and got a wall to wall counseling, thanks Army.

[@davidchou1675]

Why did they ever feel the need to replace "Be All You Can Be" -- that's timeless!

[@BlindLibrary]

I ask too! Ug these classic commercials are supposed to be a safety net to fall on when the modern world gets rough. This is one of those commercials without a doubt.

[@Eric-bf5vw]

Because "individual effort and achievement" became a "bad" thing when the Clintons came into office and everything became "politically correct." Now it's all about everyone gets a participation trophy whether or not they contributed. It's all about the "team" when they forget . . that a team is made up of individuals.

[@semper7717]

@@Eric-bf5vw What!? the Clintons destroyed the Army? Who knew

[@Eric-bf5vw]

@@semper7717 They are the ones who first began the concept of taking individuality away, and moving toward the "group think" concept, where individuality was diluted.

[@semper7717]

Eric 1064 but in the military there’s no such thing as individuality. It’s all about group and team. Not sure if you served but I was always thought there is no “I” in team. Not a Clinton fan but they didn’t invent that. Lol

[@martyo1983]

"Hey 1st Sergeant. Good morning" Big smiles

[@burgundyyears]

Nice dubbing...

[@Mindraker1]

THAT CHINSTRAP -- Oh wait, mine isn't on, either.

[@Biscuitchris7again]

"How do you know what kind of goddamn day it is?" ~Sgt. Major Basil Plumley

[@ThePimpedOutPlatypus]

Only because 1SG hasn't told him he's humping out the 60mm base plate yet .... 🪦🪦🪦

[@petterderter6354]

@@Biscuitchris7again Don’t say the Lords name in vain

[@markjordan4130]

these were the commercials when I a kid in the 80s, they were always so awesome.

[@toffeenut1336]

Agreed, the music had such a patriotic feel. Made you proud and wanna join.

[@trollwerks]

The Ranger commercial is the one that hooked me. I got commissioned Infantry in DEC 97 went active duty in 98, but didn't get my tab until 2008. Retired Oct 2018. RLTW.

[@alchemicalsoul]

I'm trying to figure out what made my son want an Option 40 contract. Had to be Call of Duty and his National Guard advisor at school because he missed out on the greatness that are these ads. Lol......

[@19JohnConnor84]

Play these on the TV again. All old commercials should be played on TV again.

[@jameshayden8789]

Who has time for coffee with the 1st Sgt right after a jump? Loved this comercial. It really did inspire me to join. Did over 21 years with 4 combat tours. Hats off and heart out to those who didn't make it back.

[@SidSaenz]

Welcome back brother!

[@PeteKay]

I remember getting into an argument with someone who insisted there were no lyrics to the "Be all you can be" jingle -- I mean aside from the be-all-that-you-can-be, get-an edge on life, in the Army (and reserve). Anyway, I enlisted with "my hometown", "we were needed" and this jingle. Even recruited in the middle half of my career :) Retired in 2008. Best and worst times of my life.

[@lisakeys08]

😂😂😂

[@KASLtja]

Made bothers for life though

[@baylinkdashyt]

There are *lots* of lyrics; this jingle probably had more versions than anything except "Doing What We Do Best". I sort of think there's gotta be a full-length version of it around somewhere, even if its only sheet music, but it probably never got out the door of the ad agency, N W Ayer: "Be All (That) You Can Be was the recruiting slogan of the United States Army for over twenty years.[5] This popular slogan was created by E. N. J. Carter while at the advertising firm N. W. Ayer & Son. He was awarded the Outstanding Civilian Service Award for his efforts.[6] In his autobiography Soul of It All, Michael Bolton claims to have sung the jingle in the early 1980s[7]."

[@RobertGames2030]

​@@lisakeys08 😮😮😮

[@Gruntbaseball]

Words are not enough to explain how quick that smile will vanish

[@slavacernarus7083]

0:30 This one is pretty touching because during the Battle of Mogadishu in 1993. Most of the Rangers were young and joined after seeing these "be all you can be" adverts. Sadly they were approaching that fateful day.

[@TheRealConMan98]

RLTW.

[@darbyheavey406]

@@TheRealConMan98 ?

[@jay-by1se]

This is what the army really is..a machine to make money. We are still in Somalia in 2023. People need money, so the government needs war to sell weapons..

[@chikntaco141]

I mean they joined to be a active duty service member of a military force. If they didn't want to go to go war they wouldn't have signed up

[@paddyret7968]

​@@chikntaco141 That's easy to say, but I'm sure even you would be shocked on just how shitty things can be, even worse so for some naive kid in the early 90s

[@JG-tt4sz]

By 9am, we do more hurry up and wait than others do their entire day.

[@victorharris746]

Well, they got me. Hook, line, and sinker. Just finished 37 years and plan to hang up my boots next year. It's been a great run. tank mechanic, airborne infantry, Ranger, Blackhawk pilot, counterintelligence, and finishing off with Cyber warfare. There were so many opportunities. 1985-2024.

[@stephanielaurenbounds4958]

SALUTE!!! 🇺🇸🇺🇸🇺🇸🇺🇸🇺🇸🇺🇸

[@ThePimpedOutPlatypus]

Hey man, what was your MOS? This dude: "All of them." 🤷🏽‍♂️😆

[@BYUBOY33]

Man. I was born in 85. Joined the army and separated all within your time frame lol. Thanks Army for the Networking training use it in my post service life!

[@dimitryrostov6482]

Did things felt darker since 2019?

[@zr9266]

You've been doing it as long as I've been alive. Congrats. I'm getting ready to hit 20 soon.

[@jivetalk1045]

Those commercials made me at 18 enlist in 1983 and ruck up at Ft. Benning GA. Good times...

[@mikemcquaide5727]

Top smiles and says good morning to you like that.... well.... EVERYONE is about to have a very bad day!!! They edited that part out of the commercial though!

[@DavegoingCrazy]

“Top” major fucking POG vibes 😂😂😂😂

[@isaacdepaula2103]

You reach deep inside you... GO!!

[@lisakeys08]

😂😂😂

[@nabilbudiman271]

my next motto for rappeling training lol

[@mikethemechanic7395]

As a E3. I was in the field and our battalion commander walked by me at chow. I pulled the Good morning chat. The Bat commander looked and me and said. “ Shut the fuck up and police call after chow!” Lol

[@craigfelter]

That sounds like a light bird who wound up not being selected for promotion. Sorry that you had such crappy officers.

[@JG-tt4sz]

A battalion commander assigning police call?

[@jcamejo1800]

I joined the US Army in 1988, and the "Be all that you can be" commercials were the only ones playing at that time. Each time I saw these commercials, they summarized for me and reinforced for me the reasons I was joining the Army. A sense of patriotism, of purpose, of growing and learning and stretching my self, of acquiring new skills and of serving this great nation (I was born in Cuba) and of great pride in serving in the greatest Army in the world, the United States Army!

[@robertgreen2658]

Today its be the freak of the week.

[@garyloten-beckford889]

The look on First Sergeant's face is #priceless

[@lastpme]

I remember watching these commercials after school as a teenager growing up in the 80s…

[@prpr1625]

Now announcing the US Army has gays in it

[@443534414]

❤Right after Graduation From High School to The Us Army. One of the best decisions I ever made in my life.

[@alchemicalsoul]

My son joined infantry after high school. I believe for many young men, it's the rite of passage they need to get life started. Thank you for your service.

[@Bullrider33Outdoors]

I Miss These Type Of Commercials And The Music Was Awesome

[@Only1Valleyval]

This was my commercial…I loved his smile 🥰🥰

[@charliearroyo8979]

Ayyyy my army instructor from JROTC was in this commercial! He's 62 right now. Dude's got hella memories

[@LKS-1976]

I grew up in an Army family, knew I'd join but the first video solidified my urge to be Airborne. That was 1993. Got out in 99, the VA says my chronic knee, back and shoulder pain is not service related.

[@texaskidzuk]

Yeah, same here. V.A. sucks !!!

[@Chris-ph5vr]

All the newbies go claim that shit immediately when on active or orders . Never after the fact

[@santagemma6212]

You can sue in court.

[@alchemicalsoul]

Unfortunately if it's not in your record they will attempt to disapprove. I attached medical journal reports to support my claim. Google science research specific to the physical outcomes of military airborne exercises. They basically have to have a document tied to the compensation. Long shot, but even pictures of you healthy. And of course, records of your current treatment. Don't stop trying. If necessary, get a disability claim attorney or one of the Vet orgs like DAV to help you.

[@17Trees33]

find a non profit org they'll be there to help you if u got evidence you served and have injuries.

[@lewisticknor]

Was never in the Army...because my parents were married. In any case, I was working with a completely squared away soldier and I was teasing him about "being all that he could be". He responded, "sometimes they have me being more than I want to be". Classic! Love the Army, but will never stop joking with and about soldiers.

[@BlindLibrary]

OKay, here's a definite classic! These modern nimrods don't know commercials; at least not with everything so FisherPriced. I got tears in my eyes just listening to this. Kinda wishing I had an instrumental edition of this song, lol.

[@Mel-qq8sb]

Cringe 😂

[@BlindLibrary]

All hail the 80s'!

[@Joseph-eh4rs]

These are classics. nostalgia!

[@bigroy38]

Better than the Ranger wannabe black beret Army of One CRAP!

[@stephanielaurenbounds4958]

I admire ANYONE who is willing to serve in the military because they have a special courage that, frankly and SADLY, I could NEVER have no matter HOW hard I tried. SALUTE!! 🇺🇸🇺🇸

[@kevinkennedy9343]

Your welcome for my service

[@ZackFrisbee]

Well you aren’t missing out because they fight for trans kids and the WEF now 😝

[@berzerker1100]

You could have been G.I. Jane, & me G.I. Joe 🪖🪂⚔️🗡Airborne all the way ! 🪂 😄😁🤣😆

[@seanabernethy5345]

This is the commercial that made me want to enlist in 1986

[@Bluewave2024X]

I miss all the friends I could miss in the Army.

[@Rome1sixteen]

Be All You Can Be is back now baby!!!

[@AllAmericanAve]

Yep yep

[@markelijio6012]

Debuted in the 1980/1981 fall season, the slogan/song for the U.S. Army was aired on Monday, June 16, 1980. "Be All That You Can Be."

[@BlindLibrary]

Damn. I don't even remember what I got for a birthday gift or two - exactly two weeks later on Monday June 30th, 1980.

[@nightowl8936]

There is a Beavis and Butthead episode called Be All You Can Be where they are shown a video that goes, "we kill more people by 7am than most other countries do all day... there's something really satisfying about doing your job well ... we're looking for a few good head bangers..." That's how I ended up here.

[@afridgetoofar1818]

Major Woody & Private Parts

[@michigandermichiganian8173]

Yeah a Ranger coming home to see Mom and Dad on a Lear Jet??? ROTFLMAO!

[@animewaifu1001]

At least you get to say you’re a ranger

[@MikePuorro]

I remember every single one of these ads. They were in between saturday morning cartoons!

[@CrimsonRaven51]

I remember those Army Recruiting commercials. I enlisted and my father mocked me every time one came on the TV while waiting to ship out. Turned out my grandfather gave him hell too for enlisting in the Navy during World War II. He was the first Black Navy Chief in history.🇺🇸

[@DavegoingCrazy]

soooo your dad or grandfather was John Henry (Dick) Turpin??? thats AMAZING!!!🎉

[@underhorse5367]

Nice made up story, the first black navy chief served in wwi, so you father was far from the first.

[@dougtheeliminator1077]

We use to call our 1st Sergeant, "Top."

[@hoovie21]

We call em first shirt

[@US_ARMY_25_INF._DIV.]

@@hoovie21 I think they only say that in the USAF.....Army is Top....

[@therobloxnoob.9046]

And we use to call the navy aviation school Top Gun.

[@hakimnuraldin5468]

My husband was a first sergeant, and he was also called "Top" by the soldiers. 👍🏼

[@WillRobinsonDanger]

That's right!!!!!!!!!!!!!

[@US_ARMY_25_INF._DIV.]

One of the reasons I joined the Army in 1983 was because of this commercial...…….they played the shit out of this on TV...………...Awesome shit...…….gets me fired up all these years later when I watch it......

[@davidlucasmachado2831]

@@LA_Commander Thank you for your service.. Sgt.Major i assume ? Go Army !!

[@HenryEllisonHoweyJr]

I know right!!!!!!!!

[@hoarbaby]

I was a wee lad in the 80s, but these commercials brought me back. I think they showed these during my morning GI Joe cartoons!

[@Briselance]

THAT is the kind of armed forces advertisements we need and have to see!!

[@raysantiago3750]

Best recruiting ads. The 80s Be All You Can Be. Best ARMY!

[@calogerohuygens4430]

They missed the part where you have been mauled and shocked for life by some IED.

[@calogerohuygens4430]

@Harlod Shekelbond that's novax BS

[@calogerohuygens4430]

@Harlod Shekelbond vaccines aren't experimental procedures, it's norm in medicine.

[@allenshelton824]

I miss the 1980s 😢

[@toffeenut1336]

Oh man, tell me about it 😭

[@twerkingwithdastarz]

these commercials are reason I became Airborne! I thought everybody in the army had to go to jump school! my dumb ass! lol

[@natekaufman1982]

At least you got jump pay

[@JohnDewh]

It's difficult to go to airborne school now days

[@JScottCee]

Feet and knees together, airborne! AIRBORNE!! ⭐

[@switch2409]

Really makes me want to be all that I can be

[@josephbrandt6778]

Is that how it really was back in the 80s army??? I enlisted in 84 it wasn't as happy as all this as I remember..🤣😂🤣😂🤣😂🤣😂🤣😂 It all sounds like a Miller Beer commercial to me....

[@richardbachman1260]

And this got replaced by the "I have two moms commercial." 🤣🤣🤣🤣

[@toffeenut1336]

And they wonder why recruiting has gone down.

[@averagejoe7860]

"they talk to each other" "what are they saying?" can we bring comedy back into our ads?

[@toffeenut1336]

lol I totally agree. That bit made me smile and chuckle

[@philstall6262]

I remember this commercial quite well on the TV right on all you can be the army

[@truthseeker5328]

These are the ones I remember and BY FAR the most effective

[@lastarbiter6822]

Better than some of the commercials or ads we get nowadays

[@keithkarbel2000]

These commercials hooked me. No regrets

[@scarytruths01]

I remember these ads these were great ads

[@Litvagopnik]

Amazing. Absolutely amazing.

[@sturmi9783]

So woke up on Wednesday at 0430 packed up my truck and set up our gun by 0600 waited till 1300 to SP, we do a whole lotta waitin, motto should really just be "Hurry up and Wait!"

[@michaellindner1814]

Remember those days

[@drjdmtuning4982]

This is actually a good commercial 😂

[@bolobalaman]

I love th happy tone in the US army recruitment ad

[@superezekill5688]

LOL @1:02 "Be all that you can be" in the 90s meant becoming the tech support guy for your family. Fuck that shit, this ad is giving me tech support PTSD.

[@priscomatro2490]

"Be all you can be "is coming back !!

[@cidcampeador7922]

The ranger in the thumbnail looks like Sir Kyle from the House of Written (Kyle Writtenhouse)

[@themischeifguide]

I grew up watching these bad boys, they really sold me on enlisting.

[@nunyabiz326]

1987 and 2001 for me.

[@william474]

​@@nunyabiz326 1996 to 2014 here

[@jeffdur1330]

I remember falling for this.

[@davidfaas58777]

In 1982 this was the best Army Recruiting Campaign, Great Commercial Along with free Stuff they gave Away #Fan

[@johnbehneman1546]

Thank you so much

[@jasonthomas12]

Thanks for the throwback

[@davidweyer79]

When I first got out of boot camp, and into my first unit, I accidentally called a couple of E-5’s “fellas”. They were too far away for me for me to ID their ranks- but that did not matter. That little mistake turned into a half an hour long motor pool smoke session.

[@austincooper5624]

Happy they went back to it

[@jonathanwilliams1065]

Nowadays our ads are about having 2 moms

[@ErolDK]

Back when Uncle Sam needed bodies and spent $$$ making quality catchy ads!

[@joeschmooz-it6nh]

I was in then. 11B 1P. Steel Pot Helmets.

[@berzerker1100]

Airborne! All the way !🪂🗡⚔️🪖👍

[@scout-187inf]

Bring these commercials back.

[@marcb4364]

This commercial influenced me to join the Army. I am now retired after 2 tours in in Iraq and Afghanistan. It wasn't easy at times but I learned a lot and now retired 2018. I miss it sometimes

[@lisakeys08]

This I sang all the time wow!!!

[@SuperColonel91]

'Hey First Sergeant!' 'Good Morning' it should be the Other Way Around Soldier: "Good Morning First Sergeant" 1st Sergeant:"Hey!"

[@spuds94bravo]

Class of 87👍

[@chukchee]

Those were the golden years....

[@darkgreen9360]

0:28 when your putting on a fake smile to mask the eternal screams within.

[@markszostak5808]

Fast foward to 2023, 'My name is Emmo and I have two dads'.....

[@eugenedavis6792]

I remember seeing these Army Commercial's that help me make up my mind at 18 that this is what I want to do...8 years in the Army & 11 1/2 in the Army National Guard both Honorable Discharge

[@artemis088]

This song goes hard

[@tyronesandoval2348]

Beautiful memories

[@GitSumGaming]

“Serve the elites and believe their “defending freedom” lies”

[@Thvndar]

For real! My dad dodged the Vietnam draft, and cursed at the TV whenever these commercials came on

[@jtfike]

$hit on a military commercial because you only serve yourself and are a simp

[@dalek4463]

“I wanna be all I can be” Terran Civilian StarCraft 1

[@erenjaeger6204]

Joined in 2019, but I love the 80s/90s tactical drip

[@AgileApache64]

We need this back

[@Mauser98kurz]

Best ads

[@bclaverenz1]

OUTSTANDING…!!!! Enlisted July 7 1981. Army’s new generation with Ronald Regan as our President 👍👍👍

[@bullballsallday]

Back when commies were the enemy and not university professors and Portlandians.

[@mikethemechanic7395]

Best president ever! I signed up in 93. I had Reagan’s oic on my wall. No one liked Clinton. We would spit on his pic in the day room 😂

[@itsjess_x2986]

Yoh these were fab😁

[@akjeff64]

1SGT would have been yelling "Fasten that chinstrap"! Good times, did 21 years- maybe these commercials inspired me to join!

[@wreckagevic]

This is the most 80s commercial I’ve ever seen 😂

[@retiredsnowbunnyhunterx5106]

😂 being a kid back in day was nice

[@MX33]

Thank you, Army! 😯

[@SWGmovies]

The 80s seemed so chill

[@harrylongabaugh7402]

I miss this army.

[@snakedoc565]

0:51 old school airborne ranger before they changed the beret from black to tan.

[@RMwalkwithJesus]

Back when the Army was the Army.