Team DDB redefined “Be All You Can Be” for a new generation. At a time when cultural and social factors are driving pessimism among young Americans—and historically low interest in military service—Team DDB’s new Army campaign walks through the past to reveal a more optimistic vision of the future. And brings back one of the most famous taglines in U.S. advertising history, “Be All You Can Be,” reinterpreting it for a more skeptical generation than its heyday in the 1980s. We enlisted Jonathan Majors (Ant-Man and the Wasp: Quantumania, Creed III), to help us make our point.