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. We showed 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.
