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How the National Guard is using "Man of Steel" to recruit you

Fri Jun. 14, 2013

Man of Steel (Warner Bros., 143 minutes) is a commendable, if patently flawed, summer blockbuster. The highly anticipated Superman reboot, starring Henry Cavill and Amy Adams, merges the strengths and styles of its director Zack Snyder and its producer Christopher Nolan with mixed results. But the parts of the film that are exhilarating roundly compensate for the many parts of the film that are boring as all hell (dulled passion, bland dialogue, blander interactions).

Putting all that aside, one of the most fascinating things about this movie is how blatantly littered with product placement it is—roughly $160 million in product placement and promotions went into its makers' coffers. Man of Steel has over 100 global marketing partners, surpassing Universal's 2012 animated flick The Lorax, which reportedly had 70 partners. So if you have forgotten recently to eat at IHOP or shop at Sears, this film will remind you to do so in big letters.

But the film also doubles as advertisement for an employer arguably more noble than IHOP: The National Guard of the United States.

Here's behind-the-scenes footage released in May by the National Guard regarding their work with Snyder and Warner Bros.

As part of their "Soldier of Steel" ad campaign, the National Guard went all-out in tying in their name and brand to the popularity and mythology of the Superman franchise. This included some commercials and theater spots that Snyder himself filmed with Guard members, essentially painting them as real-life superheroes. The ads were shot in California after Man of Steel's principal filming was completed, and included soldiers from across the country. "Everyday you walk past Clark Kent, then he changes into his uniform—similar to what we do here in the military," says Specialist Jarrett Seigle, who works at the Fort Indiantown Gap Army post in Pennsylvania, and was cast from of a pool of about 6,000 soldiers.

According to Maj. Greg Galligan in the Army National Guard's advertising branch, the Guard had approached Warner Bros. with their "Soldier of Steel" pitch, framing it as another means of effective recruitment and marketing. After Warner Bros. gave them an enthusiastic green light, the advertising branch spent about a year coordinating with the studio and the director as the film's premiere date approached. "This was definitely the biggest campaign [of its kind] we've ever done," Galligan tells Mother Jones. "And we are projecting an estimated 366 million impressions delivered through the 'Soldier of Steel' campaign...The military's values align with Superman's creed [so] this just made sense."

The Guard has boosted its profile with the help of the entertainment industry before; they've had tie-ins with films such as Big Miracle and the Transformers series, and had their soldiers star in music videos with 3 Doors Down and Kid Rock. But the magnitude of their Superman-reboot-related campaign is unique. NASCAR's Dale Earnhardt Jr. drove his car with a "Soldier of Steel" paint scheme. The Guard hosted advance screenings of Man of Steel in multiplexes, and sent out Man of Steel-themed direct mailers to potential recruits providing details on the reserve military force.

The "Soldier of Steel" recruiting campaign also includes large posters:

by Henry Cavillreply 806/16/2013

Anyone dumb enough to join based on a movie/TV show will be no great loss in war.

by Henry Cavillreply 106/16/2013

So DL has a Madbot, a Janbot, and now a Henbot.

Great.

by Henry Cavillreply 206/16/2013

This article is actually interesting, though, and not just another "Go see this!" shill piece.

by Henry Cavillreply 306/16/2013

I will tell you this: If I join the National Guard and choose to wear a red cape and a big "S" on my chest, that 'Don't Ask, Don't Tell' policy better be completely gone.

by Henry Cavillreply 406/16/2013

I remember back in 1986 the U.S. Army had recruiting trucks outside theaters to trap teens as they left "Top Gun" screenings. Even as a teen I found that obscene.

by Henry Cavillreply 506/16/2013

I look forward to the sequel Man of Beer, where Superman has anger management issues and sits in his undies drinking all day before beating up his wife.

by Henry Cavillreply 606/16/2013

[quote]I look forward to the sequel Man of Beer, where Superman has anger management issues and sits in his undies drinking all day before beating up his wife.

It probably would've been more interesting than this movie.

by Henry Cavillreply 706/16/2013

"I look forward to the sequel Man of Beer, where Superman has anger management issues and sits in his undies drinking all day before beating up his wife."

How does he abuse his wife... since we all know that the moment he said "I Do" she took took all his powers away?

by Henry Cavillreply 806/16/2013
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