US Army ditches $70 million Jonathan Majors ad campaign following actor’s arrest

In an attempt to bring back the iconic "Be All You Can Be" motto, the Army Enterprise Marketing Office cast Majors to star and narrate two ads, titled "Overcoming Obstacles" and "Pushing Tomorrow."

While those will be shelved, the Army noted that since it had already spent a considerable amount of money on ad time, particularly in the final games of March Madness, older versions will be "repurposed" to fill the slots while they wait for the case against Majors to play out.

In a statement, the Army Enterprise Marketing Office said it was "deeply concerned by the allegations," noting that while Majors "is innocent until proven guilty, prudence dictates that we pull our ads until the investigation into these allegations is complete."

Army Under Secretary Gabe Camarillo reiterated on Tuesday that the move was made "out of an abundance of caution."

As the New York Post reports, Majors' lawyer has stated that her client is innocent, suggesting there is video footage of the incident and witness testimony that will clear his name. She added that Majors' girlfriend was having an "emotional crisis" at the time, and was later hospitalized as a result.

Nonetheless, Army Under Secretary Gabe Camarillo reiterated on Tuesday that the move was made "out of an abundance of caution."

According to Defense News, a senior Army official explained that the repurposed ad campaigns were "tailored to their own moment and backed by their own market research," warning that "they may not have the same effect today, retrofitted with a new tagline and graphics."

Recruitment in the armed forces has hit the skids as of late, and the ads featuring Majors were part of a $117 million attempt to rebrand and try to attract prospective members. The rest of the campaign is going forward as scheduled.