Army: Gamers can "take this to the next level" with military service

by Kyle Orland { Apr 5th 2007 at 9:25PM }

The goal of the America's Army game has always been to make military service seem more palatable to a generation of gamers. Now, the army is making that goal more explicit with a TV commercial pushing military service as "the next level" of military games.

The ad starts with a couple of gamers playing a Rainbow Six-alike game for a few seconds before the virtual soldier they're controlling taps on the glass, startling them out of their revelry. "You look like you're really into this," he quips. "You ready for a real challenge?" An announcer comes in to encourage viewers to "find out what you're really made of, and how far you can go" over a vignette of happy, action-packed military images. Viewers are encouraged to call in and get a copy of America's Army and a "special interactive DVD," whatever that is. Our military friend comes back at the end, asking the gamers and the viewer if they're ready to "take it to the next level."

Well, are you? Personally, we're plenty happy using games to get the vicarious thrill of military service without the high risk of death and injury. See if you feel differently after watching the video below.

Tags: ad, advertisement, america's army, America'sArmy, army, propaganda

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Reader Comments (Page 1 of 2)

Ryan @ Apr 5th 2007 9:31PM

Hasn't that ad been out for like... a year or more? Eh. The idea of a game that is pretty much just a military recruitment tool seems less than fun to me.

Bluebreaker @ Apr 5th 2007 9:33PM

To be honest I found this ad and the Motorcycle like this one to be more offensive than the Subway Snakka ad.

Ikitsumatatsu @ Apr 5th 2007 9:35PM

Sounds about right - war is little more than a game to some people, so let those people go and get blown to smithereens.

Rod Munch @ Apr 5th 2007 9:45PM

I'll join the army when we start fighting aliens and other non-humans and when they manage to get that third person camera working right.

Adam P. Felling @ Apr 5th 2007 9:54PM

I guess video games really do promote violence.

Emperor Samoth @ Apr 5th 2007 9:47PM

Well, I'm in the US Army and I will tell you that I didn't join for that kind of a challenge. I will personally stay away from jumping out of planes and getting shot at, as much as I can for the remainder of my obligation. I am also dissapointed on how they are marketing the war to young America.

Steve @ Apr 5th 2007 9:47PM

I'm sure these commercials will offend all the unofficial members of Al-Queda running around in the US. It seems to me that most of the individuals who will be p*ssed at these ads are exactly the type of people who should deserve to run around offended all day. Oddly enough it's the military they hate that shields them from some dictator who'd deny them the ability to publically declare their self-righteousness.

john @ Apr 5th 2007 9:56PM

Read Ender's Game.

OhJustSomeRandomGuy @ Apr 5th 2007 9:57PM

Steve:

Riiight. I can't thank the military enough for the last time they stopped that threat of dictatorial incursion way back, when was it?

Oh yeah. NEVER.

Stop trying to play up a fear of an event that's ever happened before, and is unlikely to ever, EVER occur. You don't see Canada, Australian, Japan, Britain, etc. etc. running these ads and they're never been overthrown by dictators either.

I'd never kill another man for anything as stupid as a border and a flag.

AoE @ Apr 5th 2007 10:07PM

@Steve,

Ummm.... Go watch that commercial again. Now think about it for a minute... Those of us that find this ad offensive have nothing against the military per-se (I can't speak for everyone... but I don't at least. I've got a number of friends and family that have served, and some that are currently serving.)

I take issue with (and I assume most here do) the fact that it's essentially trying to tell young people that war is fun & games. I doubt ANYONE that has spent time in Iraq would tell you that it's fun & games over there. Before you talk crap, why not visit your local VA hospital and ask some of soldiers there if they think war is fun & games... You might be surprised by the answer you get (hint: they probably won't like what this ad is saying either). I don't mind recruitment efforts at all; but when they misrepresent what serving in the military actually entails, and distort it like this, it's dangerous. You'll correct me if I am wrong, but real life doesn't have save-points or extra lives...

Rod Munch @ Apr 5th 2007 10:10PM

Does anyone else think that these ads are playing up to the "concerns" with video games that people like Jack Thompson raise? If the US government really is concerned that kids (and adults) are being led to believe that violence is ok because of video games' examples, is associating the legalised violence of the army with games so blatantly to young people a sensible and safe thing to do? And also is the US armed forces in such a bad state that they need a bunch of illiterate frat boys and geeky, ill-adjusted teens to fill the ranks?

Bluebreaker @ Apr 5th 2007 10:13PM

Also, doesn't this ad seem disrespectful to the troops already willingly serving?

Arbuz Chokaro @ Apr 5th 2007 10:22PM

I thought the point of playing video games was to kill things WITHOUT any potential threat to you. Also, if we're gonna go through stereotypes, gaming nerds aren't gonna be the best candidates for soldiers.

john @ Apr 5th 2007 10:22PM

Rod Munch,
Recruitment numbers are really low. They're taking convicted felons and they've raised the age limit a couple of times since we went into Iraq. They would be happy to get frat boys and geeks to join.

Alan Tatro @ Apr 5th 2007 10:26PM

I'm surprised that with the more than 500 billion our military is spending every year, they can't afford a decent visual effects artist. Seriously though, it looks like a high school project... like, early high school.

Rex Dart @ Apr 5th 2007 10:27PM

No thank you Army; I prefer to keep all my dying virtual.

Volcan @ Apr 5th 2007 10:39PM

Isn't it about time they made remote controlled jets and tanks? Now that's a way gamers could serve in a war.

Rubang B @ Apr 5th 2007 10:32PM

OhJustSomeRandomGuy, I joined the army so Saddam Hussein wouldn't invade the United States. It worked. I also clipped my toenails last night to stop an alien invasion. That worked too.

Raynre @ Apr 5th 2007 11:00PM

I saw one of these ads in high school and promptly signed up.

For the Navy. Lowest chance of death by some crazy religious yahoo with an RPG, great benifits.

gregory mitchell @ Apr 5th 2007 10:35PM

There advertising is worst than tobacco companies. They are everywhere games are now. G4(which is usually where ive seen this commercial aired , Gamespot(you gotta see the ad before you watch the videos). Its sad they're trying to make you think that the army is "cool". Killing is never "cool" it doesnt matter who its for. What exactly are we protecting here. The rich get richer and the poor stays poor. America cant govern itself but yet we always have a say in what someone else is doing. When did we become the "earth" police. Anyone which commonsense can see where this is going. EVERY great power in the past has been overthrown at some point....I dont want it to happen but america has gotten too arrogant.

Wolfrider @ Apr 5th 2007 10:39PM

"War as a videogame, what better way to raise the ultimate soldier?"

You just had to go and open your big mouth Kojima.

Rubang B @ Apr 5th 2007 10:48PM

Soldier after getting shot: "Where the FUCK is the reset button out here? You assholes LIED!"

bluefluke @ Apr 5th 2007 10:54PM

What have they done to my people?

rrittle @ Apr 5th 2007 10:54PM

I am in the military and I see nothing wrong with this commercial. It's just another angle. But the bottom line is that being in the military involves conspicuous risk, which the ad conveys. I have a disdain for those who joined the military for the money or for their resume, but what can you do. Fine then, here is the money and here's your resume... your country calls on you: NOW GO FIGHT! I can't stand it when someone in the service thinks it's outrageous to actually risk your life to perform the duties you signed up for. This commerical shows it all: the money, the experience, and the war. I know that by age 18 people can make an intelligent and mature decision about the military.

This IS the real world that I live in. It doesn't play nice(9/11), it can't be ignored(Nazi Germany), and it certainly shows no mercy. So be thankful for those who have the courage to stand up to terrorists that use children as human shields.

But hey, who's listening anymore? This new generation of armchair, liberal media groomed, warriors possess conveient ADD when it comes to a valid arguement.

john @ Apr 5th 2007 10:58PM

When will you know you've won?

me @ Apr 5th 2007 11:43PM

Here's the real Army: Imagine for every 10 minutes you shoot your M-16, you spend an hour scrubbing it down with a wire brush. Imagine for every minute you spend on hand-to-hand combat training, you spend 3x that time rolling t-shirts up neatly for inspection. If they made a game about the real Army, it'd mostly involve standing in line all day.

The motto should be: Army - we'll suck the fun out of anything.

mko @ Apr 5th 2007 11:49PM

rritle: you make a good point... but it's the gist of the commercial that the next step from being a good FPS player is the military. Yeah it's another angle, but I can see some people getting in to it that shouldn't necessarily be fighting for the US, like Dwight from The Office.

me @ Apr 5th 2007 11:52PM

Oh, and just so I don't sound bitter, joining the military was one of the best moves I ever made, even though deployments keep screwing with my college plans.

But it's just dishonest to misrepresent the Army as some kind of glorified videogame. I've known plenty of bitter E-2's who were suckered in by a sales pitch.

Rubang B @ Apr 6th 2007 12:12AM

Anybody see this movie?

http://en.wikipedia.org/wiki/Toys_%281992_film%29

Emperor Samoth @ Apr 6th 2007 12:18AM

@ 28 - I have met a great deal of people who have been suckered into the Army as well. Some of them I wouldn't like guarding my 6, but it's like they tell you at Basic, "don't thank me, thank your recruiter".

@ 23 - I wouldn't have a problem with this war if I didn't see all this filthy politicians who are supposed to be taking care of us, making BIG money from war profiteering. Do you think Chaney gave up his Halliburton shares? Phleeeasee.. By the way, if you don't remember, the military was very vocal just a year or two ago about the lack of armor in HMMVs and other life-saving measures.

I like the Army, but it's time for me to go.

Emperor Samoth @ Apr 6th 2007 12:18AM

fawazr @ Apr 6th 2007 12:21AM

Best thing about actual military service is that the servers are virtually lag free. For instance, in a lot of other titles, I find myself having to lead my shots. But in the military the shots and hits are instantaneous. The unlockable achievements aren't bad either, but the hazing and endless busy work kinda take away from the overall fun.

6/10 *not an average*

fawazr @ Apr 6th 2007 12:30AM

@rrittle

What's an "arguement"? My feeble liberal brainwashed mind can't comprehend mid-rant orthographical miscarriages. Of course, a few misspelled words or mindless observations are of little concern to those with more ranger-hooah than gray matter. Because true bravery comes from carrying a gun into the desert.

Chrisatchurch @ Apr 6th 2007 12:47AM

Yup I love the military. It's like a clearing house for people I never wanna hang out with. I also love war. All the robots, mental midgets, bigots, criminals, and racists go off to die for (insert_corporation_name). Makes more room for the people I like. I'm especially psyched about this war because all the jingoistic bullshit has been peeled back. Anyone dumb enough to join now gets to hear about the rest of us not really giving a fuck about them or their cause and living a happy peaceful life. It makes me feel all warm inside to know that they know they are dieing in vain. So go fight your war and stop trying to recruit more zombies to your mistake. Also don't get wounded if you can avoid it. I would hate for your name to be added to other thousands whose injuries sustained in OIF are deemed the result of a personality disorder and kicked out of their beloved military with no va benefits. Enjoy.

Dustin Frazier @ Apr 6th 2007 12:53AM

Now wait just a minute! I thought the whole point of war was to make better video games. They don't actually expect us do go do that stuff, do they?

me @ Apr 6th 2007 12:53AM

@ Chrisatchurch

Awww, sounds like somebody needs a hug . . .

Arturo @ Apr 6th 2007 12:56AM

It's like CS Doug said way back. "No Respawns!"

Zell @ Apr 6th 2007 1:32AM

I've seen this on G4TV. I think it's disgusting, personally. Most seem to have no problem with this though and the flux of war games lately.

Bang bang, bitches!

RAM @ Apr 6th 2007 2:53AM

"Because true bravery comes from carrying a gun into the desert."

Nah, true bravery comes from sitting in front of a 50" HDTV, while Abdullah gets on a plane to New York?

10Deep @ Apr 6th 2007 3:15AM

fuck you army, you wont brainwash me!!!!!

fawazr @ Apr 6th 2007 4:09AM

@ RAM

Yeah, because the obvious alternative to being a dessert grunt is sitting in front of my television, cowering in fear of psychotic Arabs. Is that your argument? Fear? Am I supposed to be afraid of a figment of your bigoted imagination? Are yo trying to incite mass xenophobia? Should I wait outside of JFK with a pistol, executing anyone named Abdullah that steps off a plane? Idiot.

reppy @ Apr 6th 2007 4:23AM

Let me use a Game Shark and I'll consider it.

grable @ Apr 6th 2007 4:43AM

Yeah, its all fun & games until someone gets killed ;)

stafford @ Apr 6th 2007 7:27AM

The lack of respect for the military in the post and comments is disgusting. I have a few friends in the Army, all ‘gamers’ who love military life and service. Posts which suggest recruits are ‘zombies’ or ‘brainwashed’ are patronising and show a level of ignorance. These people are braver and nobler than you, they are willing to make the ultimate sacrifice for you and you’re country. It’s incredulous you patronise and insult these individuals.

Bluebreaker @ Apr 6th 2007 7:51AM

@44

Soldiers are lucky to live in these times. Back in the 60-70's they were VERY much hated and reviled.

me 2 @ Apr 6th 2007 9:01AM

yea stafford thats why recruitor say shit like, yea you can play ball here go to college and get a record deal through us. Ive never had a recruitor say' Make the world a better place" which ironically I NEVER DOES!!! War or no war 9/11 can easily happen again.....Did it ever occur to people like you that 9/11 happened because We(usa) are always forcing or way of life on someone or some other country. In 9/11 approx 3000 people died. Im sure weve killed waaay more innocent people in Iraq since then. Guess we showed them huh? I dont approve of UMD's but who are we or anyone with them to say that someone else cant have them. even our own media get us riled up for war......Im pretty sure if terrorist wanted to attck again they would have. Osama did 9/11 yet we capture and hang sadam and bring democracy to IRAQ. yea thats keeping focus on the task at hand. And then the media gets pissed when we question what the hell is going on. With our technology you really think if we didnt want osama that we would have him by now. Saddam had the assets of a country at his disposal and look how fast we got him. And as far as im concerned i DO my part, when i get paid 2000 grass and only take home 1100 guess whos paying for all this. And no they ARENT braver or more noble than me. Its the idea that im killing people who are rightfully shooting at me becuase im ivading their country that i cant live with (/end rant)

DiRT @ Apr 6th 2007 9:06AM

If this is something you have a problem with, I'd like to ask you re-examine your life. I think you'll find more pressing matters.

Wolfrider @ Apr 6th 2007 9:35AM

@ rrittle

Terrorists who use children as human shields? How old is the overage army recruit again?

Not that I'm implying anything.

Jake @ Apr 6th 2007 9:37AM

Look, I've been against the Iraq war from the start. It didn't seem worth it overall. But people who bitch about our aggressive foreign policy need keep history in mind.

Before WWII, several nations wanted to put embargo's on Germany, have weapons inspectors, and possibly an occupation because they felt the leadership was dangerous and they were making a lot of weapons. But, people with the same arguments as those here spoke louder and Germany was left alone. It built a massive army and ruined the world.

I'm not saying we should mindlessly follow our criminal politicians into every country they shake their fingers at. But, at least understand that if we totally stayed out of everybody's shit, WWIII would already be a part of history and defeated nations would already be gearing up for WWIV.

Governments of other nations need to keep their shit right or we'll mess them up. I don't mind that. But, what I do dislike is when we do things in an unhonorable way and provoke nations with back door deals and such.