"The Army spends more than $200 million annually on marketing -- the biggest ad contract in the federal government [3]," notes Advertising Age. Ten months after winning the U.S. Army's main advertising contract, the McCann Worldgroup [4] firm announced the theme of its first campaign: strength. "There's strong, and then there's Army strong," explained a video from the firm. "There is nothing on this green earth that is stronger than the U.S. Army." Like other recruiting efforts, the Army's "strong" campaign "was developed to specifically address not just those considering an Army career, but family members and friends of potential recruits. Since the start of the Iraq war [5], the U.S. military's advertising increasingly has focused on convincing parents and peers that the choice of the military career is a good one." The "strong" TV ads will start airing November 9; print ads will run in 2007.