Unless you’ve been living under a rock, you have noticed the rise of Jonathan Majors, even if you don’t realize it. Creed 3 which features Jonathan Majors continues to be a highly rated film by critics and moviegoers alike. Majors’ role as Kang in the Marvel Cinematic Universe in both Loki and Ant-man and The Wasp: Quantumania is further evidence of the continued success the 33-year-old actor is seeing since his breakthrough performance on HBO’s Lovecraft Country. His work with the U.S. Army was just beginning and now appears in danger following allegations of a possible assault on a woman and his arrest surrounding those events.
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Jonathan Majors Arrest Hindering Army Marketing Relaunch
Jonathan Majors stars in “Overcoming Obstacles” and “Pushing Tomorrow”—two ads created to help the U.S. Army bring back its iconic “Be All You Can Be” marketing campaign. Yet, because of Majors’ arrest on March 25, 2023, the ads are already in jeopardy.
Following a domestic dispute, actor Jonathan Majors was arrested for assault, harassment, and strangulation in an ongoing, developing case. Now, the Army is pausing the release of the ads he appears in as a result of the assault and arrest in which the woman is reported to have suffered head and neck injuries.
A statement by Laura DeFrancisco, a Spokesperson for Army Enterprise Marketing Office, said, “The U.S. Army is aware of the arrest of Jonathan Majors and we are deeply concerned by the allegations surrounding his arrest. We recently released two ads in which Mr. Majors appears. While Mr. Majors is innocent until proven guilty, prudence dictates that we pull our ads until the investigation into these allegations is complete.”
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Protecting the Army Brand
Following events for the relaunch that would include Jonathan Major speaking and a warmer embrace by multiple generations, the Army now finds itself in damage control. But while various portions of the “Be All You Can Be” campaign will remain, the Army must protect itself.
Even as Jonathan Majors movies continue to use his likeness for advertisement, it’s a bit different being the star of a film and being the face of the largest military branch in the country. Particularly, when there are other options.
Cancel culture is quick to go after anyone for a misstep, but it’s important to get the full story when such serious situations arise. Rather than the Army cutting ties, the branch continues to monitor the ongoing case in the search for answers and clarity.
If Majors is found to be guilty of what he’s being accused of, the ramifications are a bit unknown. But as a rising star with the role of helping bolster recruitment for a new generation, Jonathan Majors has to be free of any drama. The Army can’t afford to get this wrong as it continues to miss its recruitment goals.
Where Does the Branch Go Following the Jonathan Majors Arrest?
Majors’s attorney Priya Chaudhry spoke to Buzzfeed stating that he is “completely innocent and is provably the victim of an altercation with a woman he knows.” Furthermore, it is believed that the evidence, including a video, will help clear his name and has already had the woman take back her allegation.
But such incidents are going to bring anyone under fire, particularly in today’s political and social climate. Even though it’s not a business, the Army is a brand, and it is understandable that it’s taking steps to protect itself during such turmoil.
The rise of Jonathan Majors is making him a household name, although this incident may be assisting in that effort, putting him in a bad light. This is why the use of his acting chops and likeness is important.
Recruiting Soldiers has been a rough endeavor lately and the reimagining of the “Be All You Can Be” slogan is looking to change things. Although the slogan is old, the message is new, as the Army has done more than simply bring back the old slogan for nostalgia.
It’s important to remember that everyone is innocent until proven guilty and as of now the case is ongoing. However, if Jonathan Majors is the face of achieving your full potential through military service, these allegations do nothing to help boost recruitment in the current geopolitical climate.
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