US Army - The Calling

We did a campaign encouraging Gen Zers to join the Army, showing people from all walks of life answering different callings. It went really well… until the boomers got mad and pulled it from the air.

One episode featured a woman raised by two moms, and suddenly figures like Ted Cruz and Jimmy Kimmel were reacting. The controversy didn’t just fuel views—it put representation in the spotlight, proving bravery comes in every form. The debate got so huge, it actually kept us from submitting the campaign to awards.