US Army - What’s Your Warrior?
Sometimes you might have to work around the worst case of misperception from your audience. You have to fight against a predetermined idea that your product is not made for them. And "just show them they're wrong" is never a good option. So let's show them what they're missing, in a way that this audience loves the most: the superhero way.
The latest iteration of this campaign was designed to show how personal characteristics can be taken into consideration, and the several types of roles you can play in the Army.