US Military taps into shifting Gen-Z mindsets

The US Volunteer Force needs people to protect the country. Yet, according to the Joint Advertising Market Research & Studies (JAMRS) a program within the Department of Defence, a record-high number of young Americans (16-24) never even consider military service.

Gen Z is navigating a vastly different landscape than previous generations, delayed milestones, financial pressures, and social media-driven culture are reshaping their definition of success. Today’s young adults aren’t just looking for a career; they want a life that aligns with their passions and ambitions.

Armed with this insight, JAMRS partnered with MullenLowe to reframe what military service can mean to a generation seeking purpose and personal growth.

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Agency MullenLowe/Boston
Production Company The Corner Shop
Director Ellen Kuras | (Director/DP)
Executive Producer/Co-Founder Anna Hashmi
Executive Producer Katie Taylor
Head of Production Mini Bhogal
Editing Work Editorial/USA
Editor Bill Smedley

Edit Producer Victor Medina
Assistant Editor Audrey Weiner
Editorial Executive Producer Alejandra Alarcon
VFX Parliament VFX
VFX Supervisor Phil Crowe
VFX Supervisor. Udesh Chetty
VFX Creative Lead Dan Fine
Executive Producer Anna Kravtsov

Color Rare Medium
Colorist Mikey Rossiter
Colorist. Stephanie Park
Color Producer Nubia Lima
Sound Design & Mix Sonic Union
Audio Engineer Rob DiFondi
Audio Executive Producer Mary Kate Valentino
Music Q Department

Music, Walker
Executive Creative Director Tim Vaccarino
Group Creative Director John Wolfarth
Group Executive Producer Mary Donington Robinson
Associate Creative Director Joe Palasek
Creative Director/Art Bill Knight
Producer Suza Horvat
Editorial Head of Production Christopher Delarenal

VFX Creative Lead Kay Khanna
VFX Producer Anna Borysewicz
Audio Post Producer Patrick Sullivan / (Head of Production)

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The latest evolution of the You Have a Calling, We Have an Answer campaign shifts the narrative: military service is more than a noble calling, it’s a smart, strategic choice that can help young adults achieve their future goals. While the tagline remains, its meaning expands beyond career aspirations to encompass a fulfilling life.

Directed by acclaimed Academy Award-nominated filmmaker Ellen Kuras, well-versed in military storytelling through her work on Lee, Catch 22 and The Betrayal, the campaign’s centrepiece is a series of cinematic films that reframe military service as a transformative experience, one that can propel young people toward an extraordinary future. Complementing the films is a robust social media strategy that shares real-life stories from current service members and drives engagement on TodaysMilitary.com. With military subject matter experts helping shape the creative, the campaign strikes a balance between authenticity and aspiration.

This multi-year platform reflects the strength of MullenLowe’s decades-long partnership with JAMRS, built on a shared commitment to understanding and adapting to the next generation. By understanding the evolving needs of young adults, MullenLowe been able to craft a campaign that meets Gen Z where they are today.