After all the childish gamesmanship over the U.S. Army account, the campaign from DDB ironically takes a gamification approach to recruitment. Sorry, but it feels like something concocted by White advertising agency veterans trying to be cool and culturally relevant to youth.
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What's real interesting is how DDB rounded up a bunch of veteran owned and minority owned and woman vendors to convince the Army they'd utilize small businesses and win the contract, as that was one of the big legal stipulations.
www.ddb.com/army-vendor.html
Then as soon as the ink was dry they told those same vendors except the white ones to shove off and get lost. That's why no one except the usual white suspects participates in any Army campaigns.
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