Everyday you walk past Clark Kent, then he changes into his uniform—similar to what we do here in the military. And we are projecting an estimated 366 million impressions delivered through the ‘Soldier of Steel’ campaign... The military’s values align with Superman’s creed so this just made sense. Our research demonstrates that movie theaters are a great venue for reaching our key recruiting demographic of 17-24 year olds.
The thing on my mind was just trying to make a relationship between the guard, and the concept of being superman. The members of the guard are supermen, and superman is in a way, a member of the guard. The right man, in the right place, with the right skillsets, can make a difference. And in that sense you know, everybody is a guard. Y'know, we're supermen i suppose.
