NEW WORK

Uncommon calls in new Army National Guard campaign from Team DDB

By Reel Chicago
March 18, 2025

The U.S. Army is redefining what it means to serve with the launch of “Uncommon is Calling,” a bold new campaign focused exclusively on the Army National Guard. Designed to challenge perceptions and spotlight the extraordinary opportunities of part-time service, the campaign showcases real Soldiers in action—proving that serving one’s country doesn’t have to mean putting life on hold.

Unlike active-duty Soldiers, members of the Army National Guard serve part-time while pursuing civilian careers or higher education, all while staying embedded in their local communities. With roles spanning medical, aviation, law enforcement, engineering, and transportation, National Guard Soldiers are the first line of defense in domestic emergencies and play a crucial support role on the federal level.

“Many young people don’t realize they can serve part-time in the Army while also building their civilian careers,” says Brig. Gen. Antoinette Gant, Chief of Army Enterprise Marketing. “’Uncommon is Calling’ redefines Army service, showcasing the flexibility, skills, and profound local impact that only the National Guard can offer.”

Real Soldiers, Real Missions

At the heart of the campaign are five dynamic films, each capturing real National Guard Soldiers in action—bridging the gap between everyday life and extraordinary experiences:

“Uncommon Is Calling” (Headlining Film) – A sweeping look at the diverse skill sets, high-stakes missions, and real-world impact of National Guard Soldiers. Watch below:

“Turn on the Lights” – Soldiers work together to restore power to a town devastated by disaster.

“Search and Rescue” – A Black Hawk helicopter team races against time to locate and save lost hikers in treacherous terrain.

“Above the Flood” – A Soldier braves deep floodwaters to deliver aid and rescue stranded civilians.

“Combat Ready” – From community responders to national defenders, National Guard Soldiers step into high-stakes rescue, disaster relief, and overseas combat missions.

“This campaign is all about showing the National Guard’s impact—not just in crisis moments, but in how it shapes Soldiers for life,” says Gant. “By emphasizing adventure, purpose, and career-building opportunities, we hope to inspire the next generation of Soldiers who want to serve, grow, and make a difference.”

A Campaign Tailored for a New Generation

Inspired by youth brands and street culture, the campaign’s black-and-white visuals and bold typography create a distinctive, modern aesthetic—a deliberate move to resonate with younger audiences.

“Uncommon is Calling” will roll out across a wide range of media platforms, ensuring it reaches the right audience at the right time. The campaign will be featured on streaming giants like MAX, CBS, and ESPN, as well as digital platforms such as YouTube, Meta, Reddit, LinkedIn, and NationalGuard.com. Additionally, localized state-specific extensions will ensure messaging resonates on a community level, directly connecting with prospective Soldiers in their own hometowns.

For those seeking a life of purpose, flexibility, and impact, the Army National Guard is proving that service can fit into any future—while still making a difference today. The call to serve is here. Will you answer?

CREDITS:

BRAND: Army National Guard

BRAND TEAM: MAJ Kyle Key, CPT Christopher Bonilla, MSG Anthony Valdes, SGT Hugo Flores, SFC Michael Nichols, SFC Lourdes Torres, Shawn Stone.

AGENCY: Team DDB

Chief Creative Officer: John Carstens
Group Creative Director: Julia Morra
Creative Directors: Erik Nelson, Juan Moore
Creatives: Alejandro Hernan, Chad Hargrove, Marta Ibarrondo, Michelle Roufa, Tim Koehler, Ernie Schenck, John Doyle, Kat Dudkiewicz, Jeff Oswald, Craig Hamlin, Ariana Poe, Reuben Miller
Designers: Dru Jennett, Jang Cho, Nathanael Ng
Executive Producers: David Emery, Suzanne Koller
Print Producers: Carla Nieto, Sharon Higbee
Production Business Affairs: Ericka Svenonius, Venessa Merz
President: Chris Pultorak
Deputy Program Manager: Holly Springer
Mission Task Lead: Lindsey Mohlman
Account Directors: Martha McAuliffe, Ally Tropsa, Nicole Houchin
Account Supervisor: Zach Mendiola
Account Executives: Olivia Bloemke, Alina Firasta
Executive Strategy Director: Kevin Richey
Group Strategy Director: Ryan Luke
Senior Strategist: Sonnie Wooden
Program Management Leads: Jenn Wong, Bailey Taylor
Project Managers: Julia Cwiklowski, Evelyn Liang, Tamara Akkub
Contract Officer: Ron Davis
Contract Director: Stephen Zebrak