Army pulls Jonathan Majors' 'Be All You Can Be' recruiting ads after arrest on assault charges

Majors called 911 himself to report his concern about his girlfriend, according to police sources.

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Monday, March 27, 2023
Army pulls recruiting ads after Jonathan Majors' arrest
The arrest of Jonathan Majors has upended the Army's advertising campaign that was aimed at reviving the service's recruiting numbers.

WASHINGTON -- The arrest of actor Jonathan Majors has upended the Army's newly launched advertising campaign that was aimed at reviving the service's struggling recruiting numbers.

Majors, who authorities said was arrested Saturday in New York on charges of strangulation, assault and harassment, was the narrator of two ads at the heart of a broader media campaign that kicked off at the start of the NCAA's March Madness college basketball tournament.

Army leaders were hopeful that the popularity of the star of the recently released "Creed III" and "Ant-Man and The Wasp: Quantumania," would help them reach the youth audience.

In a statement Sunday, the Army's Enterprise Marketing Office said that the Army was aware of Majors' arrest and was "deeply concerned by the allegations." It added that while Majors "is innocent until proven guilty, prudence dictates that we pull our ads until the investigation into these allegations is complete."

New York City police said the actor was involved in a domestic dispute with a 30-year-old woman. "The victim informed police she was assaulted," a police spokesperson said in a statement.

According to police sources, the actor called 911 himself to report his concern about his girlfriend, whom he lives with.

However, when police arrived, the girlfriend allegedly told a different story, saying that she and Majors were in a cab on the way home from a bar in Brooklyn when he physically attacked her, the police sources told ABC News on Sunday.

The patrol officers noticed marks on her body and they then placed Majors under arrest.

A lawyer for Majors, Priya Chaudhry, said in a statement Sunday there was evidence clearing Majors and that the actor "is provably the victim of an altercation with a woman he knows."

The Army ads, titled "Overcoming Obstacles" and "Pushing Tomorrow," are part of the plan to revive the Army's "Be All You Can Be" motto. They highlighted the history of the Army and some of the many professions that recruits can pursue.

Actor Jonathan Majors says fans should get ready to see how the treacherous villain, Kang The Conqueror, shakes up the Marvel Universe.

The "Be All You Can Be" slogan dominated its recruiting ads for two decades starting in 1981. A nearly two-minute preview video, made available before the campaign rollout in early March, featured soldiers jumping out of airplanes, working on helicopters, climbing obstacle courses and diving underwater. A voiceover said: "We bring out the best in the people who serve, because America calls for nothing less."

In the Army's worst recruiting year in recent history, the service fell 25% short of its goal to enlist 60,000 recruits in 2022. The new ads were a key element in the Army's drive to find creative new ways to attract recruits and ensure that the service has the troops it needs to help defend the nation.

Army Secretary Christine Wormuth said the Army has set a difficult goal for this year: aiming to bring in 65,000 recruits, which would be 20,000 more than in 2022.

The Associated Press contributed to this post.