A lot of time and effort is put into every single advertisement that the U.S. military uses to leave a good, lasting impression on the minds of potential recruits. The best ads evoke emotion, tell the viewer what they stand to gain from service, and inform them that they’ll be a welcome addition to the team.
The following ads exhibit none of those qualities.
Remember, someone in the recruiting command for each branch decided that these videos were the best way to bring those numbers up. And don’t worry, we’re not leaving anybody out — every branch managed to push out a laughably bad commercial.
U.S. Air Force — “We’ve been waiting for you”
Hey, kid! You ever just sit and stare at an incoming tornado like an idiot when someone’s yelling at you to find shelter? Well, then you’re perfect astronaut material!
I’m not saying that every advertisement needs to be upbeat and cheery (you’ll see that those fill out the rest of this list), but this commercial is basically nightmare fuel set to a depressing piano score. Also, it’s cool and all to be fascinated by extreme weather, but if you’re the type of person that walks toward the huge freakin’ tornado in your backyard… you probably won’t score high enough on the ASVAB to get into the Air Force — let alone space command.
U.S. Army — “Sucked in”
It’s been beaten to death already — we all know how terrible of a campaign “An Army of One” was. That slogan completely dispels the notion that you’re becoming a part of something bigger than yourself and promotes Blue Falconry. This ad actually predates that monstrosity.
This ad is what you’d get if someone was sucked into the TV Poltergeist-style, but instead of being pulled into some ghostly dimension, they were instead transferred to the realm of sh*tty detail. Someone thought that layering on an upbeat song was all it’d take to make us how objectively creepy it is — they were wrong.
U.S. Navy — “It’s not just a job, it’s an adventure”
When you release a commercial, you typically want to make it abundantly clear what you’re actually pushing. In this video, a bunch of sailors get their port of call in the Caribbean and enjoy themselves, doing all the fun shore-leave stuff that any ol’ tourist would do — which is a far cry from actual service.
It also doesn’t help that this ad was mocked viciously on Saturday Night Live back in 1979, where they showed sailors on a working party to the tagline of, “It’s not just a job, it’s .78 a week!”
U.S. Marine Corps — “Chess”
Oh man, speaking of misleading advertising… At least the Navy’s laughably bad ad featured some sailors. It takes a full 54 seconds of watching this commercial before you realize that it’s trying to sell you on the Marine Corps.
It’s like someone who didn’t even understand the rules of chess decided that it deserved a dark, gritty reboot. First of all, that’s not how the knight piece moves at all. It starts out fine when he moves across the board to take out the lightsaber wielding bishop but, after that, he just does what he pleases.
To be fair, that’s how most Marines would react given a chess board…
U.S. Coast Guard — “Be part of the action”
Did you know that the Coast Guard actually runs commercials every now and then? And I’ll be honest, this commercial is actually the best of the worst on this list. It takes a fair and balanced understanding of what the Coast Guard does and gives it a Miami Vice tone.
The reason that this one stands out as being the worst of the Coast Guard ads is that it finishes with the dumbest criminals in history being stopped by the dorkiest dudes to ever sign up. On the bright side, having Academy Award winning actor Louis Gossett Jr. put on a Coastie Cap at the end earns them at least a couple cool points.