This thread might be a little different than you thought when you read the title. Let me explain the background, and we'll get this thing started. Not too long ago, at a joint school, an Air Force colonel came to speak to my joint class of 60. In this class, we have six Navy officers and chiefs, seven Marine Corps officers and NCOs, around 25 Air Force officers, about 21 Army officers, and one Coast Guard officer (me). The colonel began to speak and it quickly became clear to all that the Air Force had some problems. Most of them have been "right out there" for the public to see, and center around not the best control over nukes, purchasing F-22s and changes in funding. The colonel was justifying the existence of the Air Force, stating why it was it's own service and not part of the Army and how there were some calls to combine the Air Force with the Army again. I was a little surprised with this kind of talk. A few of the Air Force officers were also surprised, although some were not. I had just assumed the Air Force was confident in their position, but that's not entirely true. Well, I started thinking about the Navy's new recruiting campaign "A global force for good". I don't want a "force for good Navy" I want a "strongest Navy possible in the world". I have a feeling that the Navy is going through a bit of an identity crisis. As the focus of the United States shifts from Iraq to Afghanistan, the Navy realizes that Afghanistan has no coast, and that with the exception of Corpsman and SEALs, the Navy doesn't have that visible "dog in the fight". They shift commercials to "humanitarian ops" and fighting pirates. The American people don't put down billions of dollars to deliver rice to needy countries. Yes, soft power is nice, but an aircraft carrier is made to kill, as are submarines and every other Navy ship (with the exception of the USNS Mercy and USNS Comfort). Now, of course, i come form the Coast Guard. There isn't a branch out there that is constantly stating and restating its missions more than the Coast Guard. Not only to the public, but also fellow service members. We juggle our identity under Title 10 and Title 14. The missions are so diverse, it can be hard to "narrow it down" in a way that makes sense to the masses. It's even harder to capture that in an ad. The Marine Corps has sold their image. You watch a USMC commercial, and you know NOTHING about what they do, besides dress up and spin rifles, but people fall in love with it. What other service advertises by having video of a kid puking in basic? Only the Marines. Finally the Army has battled with itself deciding if their recruiting campaign should focus on the individual (Army of One) or the group. Those within the service were not happy with "Army of One", although I thought they had some entertaining commercials when it first came out. So what if your service battling with identity wise? Have your commercials shifted from WARRIOR to SAVIOR? Are the service members in your commercials shooting or handing out flowers?