Air Force Chief of Staff Gen. CQ Brown, Jr. delivers a powerful message about air power and diversity in a new Air Force commercial titled “Helmet.”
The dynamic 30-second spot aired for the first time on national TV during the NBA Finals pregame.
“I was a captain when I was asked to do an interview about diversity, and I shared this idea,” Brown said. “I want our adversaries to know that, no matter our respective backgrounds, our Airmen are unstoppable.”
For Air Force Recruiting Service‘s top recruiter, the commercial is a slam dunk.
“The message is clear,” said Maj. Gen. Edward Thomas, AFRS commander. “As Airmen, we’re committed to ensuring we have the most capable and lethal air power in the world, and we want America’s best – the best from all of America – to come join us.”
Thomas emphasized that the Air Force is a warfighting organization, and the nation expects nothing less than the highest standards and a selection process that brings in the best Americans to become Airmen.
“When Gen. Brown became the CSAF, he clearly stated that the Air Force was going to focus on what we do best – air power,” said Barry Dickey, AFRS director of strategic marketing. “We wanted to make a commercial that reinforced that priority, but also inspired Americans from all walks of life to serve in the Air Force.
“The power of this spot is in the underlying message and delivery. When I watch the commercial, I’m left with the understanding that the Air Force doesn’t care what you look like or where you come from,” Dickey said. “If you can do the job, we’ve got an opportunity for you. At the same time, I also get the message that the Air Force is about winning with air power, period. All of this is delivered by the leader of the Air Force in 30 seconds.”
AFRS and its advertising agency, GSD&M, originally planned to film two commercials with Brown at Edwards Air Force Base, California, with a focus on both diversity and air power.
The “Helmet” commercial was not in the original plans, but materialized as the day’s shooting progressed.
“While we were recording the voice-over for the commercials, Gen. Brown told a few stories and basically said what you hear in the commercial,” Dickey said. “When he did, I think everyone in the room immediately had the same thought – ‘we’ve got to record that!’ The creatives from GSD&M quickly turned his words into a script while we were filming and General Brown graciously agreed to perform on-camera.”
The commercial also fits squarely into AFRS Detachment 1’s efforts to reach into traditionally underserved communities to let people know about the opportunities to fly in the Air Force through programs designed to meet CSAF’s Rated Diversity Improvement initiative goals. For example, the Aim High Flight Academy gives disadvantaged youth a chance to learn to fly while being mentored by Air Force officers.
“We have a very healthy level of diversity in our enlisted ranks, but our officer and flying specialties look less like America,” Thomas said. “Air Force recruiting efforts have ramped up to better attract a cross-section of highly-qualified Americans into our ranks and specifically to consider flying opportunities.”