U.S. Army’s Rebranding Campaign
The U.S. Army’s $117 million rebranding campaign continues despite a setback caused by the arrest of actor Jonathan Majors. The service had prepaid around eight figures’ worth of airtime for the final games of the NCAA men’s basketball tournament, known as March Madness, and had been saturating broadcasts with ads featuring Majors. However, after his arrest on charges of assault, strangulation, and harassment, the Army has pulled two ads from its rebrand campaign.
To avoid losing costly commercial slots, the Army Enterprise Marketing Office repurposed content produced for two previous advertising campaigns. Laura DeFrancisco, a spokesperson for the Army Enterprise Marketing Office, said that the interim advertisements will combine the previously produced work with “Be all you can be” messages and graphics.
Public Reaction Highlights Cultural Issues
The public reaction to Jonathan Majors’ arrest highlights cultural issues related to domestic violence and racism. Majors, who stars in upcoming films “Creed III” and “AntMan and the Wasp: Quantumania,” was arrested over the weekend for allegedly committing domestic violence against a woman.
The public reaction has been divided into two opposing camps: those discrediting the alleged victim and those assuming Majors’ guilt without considering the lack of information available. Choosing to weigh in on the alleged abuser before expressing concern for the alleged victim perpetuates harmful ideas about who is more important in situations of domestic violence.
Intimate partner violence affects millions of people in the United States each year. People often struggle to believe that someone they admire could harm others, leading to biases in judgment and an inability to consider contradictory evidence. Black men are historically subject to more frequent and harsher punishments than white men, so public assumptions of guilt for Majors must be approached with caution.
Public reactions can perpetuate stigma, further harm survivors, and silence or isolate them. It is important to take time, learn all the details, and consider the impact of public reactions before judging someone accused of domestic violence.
Crisis PR Expert Advises Jonathan Majors
Crisis PR expert Gary Rosen advises Jonathan Majors to release video evidence to clear his name after being charged with assault and harassment. Rosen believes that timing is key to crisis management when it involves a celebrity, and the next few days are critical for the story.
Majors’ criminal defense lawyer, Priya Chaudhry, stated that the actor is innocent and a victim of an altercation with a woman he knows. Majors’ team is presenting evidence to the District Attorney to have all charges against him dropped.
The NYPD stated that Majors was involved in a domestic dispute with a female resulting in the victim sustaining minor injuries. Disney has not commented on the issue.
Rosen emphasizes a quote from a Vanity Fair article where Majors said, “Don’t lie. Tell the truth.” Releasing video evidence could provide clarity on the incident and help clear up any misinterpretations or biases that may exist in the court of public opinion.
In conclusion, Jonathan Majors’ arrest has caused some setbacks for the U.S. Army’s rebranding campaign but they have found ways to continue it without losing costly commercial slots. The public reaction highlights cultural issues related to domestic violence and racism that need to be addressed carefully. Crisis PR expert Gary Rosen advises Jonathan Majors to release video evidence to clear his name in light of his recent charges.
Image Source: Wikimedia Commons
