The Army’s newly launched advertising campaign aimed at improving its struggling recruiting numbers has been impacted by actor Jonathan Majors’ recent arrest on charges of assault, harassment, and strangulation. Majors was the narrator of two ads that formed part of a broader media campaign launched during the NCAA’s March Madness college basketball tournament. Army leaders hoped that Majors’ popularity, derived from his involvement in movies like “Ant-Man and The Wasp: Quantumania” and “Creed III,” would help them reach their youth audience. However, the Army withdrew its ads after Majors’ arrest, stating that they were “deeply concerned by the allegations,” and adding that “prudence dictates that we pull our ads until the investigation into these allegations is complete.” The Army’s recruitment has faced challenges, with the service falling 25% short of its goal to enlist 60,000 recruits in 2022, its worst performance in recent history. The new ads were expected to help attract candidates to reach the Army’s ambitious recruitment target of 65,000 this year.

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