Everyone has a side hustle. Not everyone has a calling.
Gen Z hustles to survive, not to become. Every side gig pays the bills. None of them change who you are. The Guard does. So we built a campaign around real soldiers living both lives.
Uncommon is Calling — :60
Above the Flood — :30
Search and Rescue — :30
Turn on the Lights — :30
Uncommon is Calling — Case Study Video
140MM earned impressions on day one. 14MM completed YouTube views. 27% spike in search interest. 26% increase in recruiting leads. Turns out Gen Z wasn't against serving. They just didn't know this version existed.
