‘We’ve Been Waiting for You’ campaign returns to television

  • Published
  • By Staff Sgt. Melanie Streeter
  • Air Force Print News
WASHINGTON --  The secretary of the Air Force unveiled a new Air Force television advertising campaign Sept. 13 at the Air Force Association’s 2004 Air and Space Conference and Technology Exposition here.

The four 30-second ads are a continuation of the “We’ve Been Waiting for You” theme, showing how young people can relate their interests and passions to a career in the Air Force.

“We tried to create storylines around different positions,” said Brian Born, creative director for the commercials. “People tend to think each time it’s going to be a pilot. But only a small percentage of Airmen are pilots, so what do the rest do? We’re trying to show it’s about teamwork. No one does anything alone.”

The storylines for this set of ads highlight a variety of careers. In one, a group of young men lose the trail while snowboarding during heavy flurries. They are guided out of trouble by one who later becomes a B-1 Lancer pilot leading a strike operation.

In another television spot, a teenager collects food from his peers in an urban high school. But he is no bully -- he collects the food for needy people in his neighborhood. He goes on to become a C-17 Globemaster III loadmaster, preparing for a humanitarian relief mission.

Another ad, involving a career in space, is scheduled to air in movie theaters across the country in October.

“We feel the ads accurately show how various attributes such as leadership, confidence, compassion and bravery translate into careers in the Air Force, careers that today’s youth with those attributes would aspire to,” said Col. Chris Geisel, director of the Air Force’s integrated marketing division. “The ads also reinforce the Air Force’s image as the world’s greatest air and space power, especially in the areas of air dominance, space, information superiority and humanitarian missions.”

Some people currently serving were selected as actors for the spots.

“It was an excellent opportunity to do something really different,” said Capt. Morgan Johnson, from Los Angeles Air Force Base, Calif. “It is the perfect California ‘L.A.’ experience.”

Captain Johnson is the “star” of the space commercial and auditioned for the role when a request for volunteers went out on base.

“It’s an incredible process,” she said. “It’s fascinating to see and work with all the professionals it takes to make this come together.”

Members of the production company that created the televisions spots were just as thrilled to be working with Airmen.

“Air Force people are the nicest clients,” said Delores Stark, a co-writer for one of the television spots. “Everyone is really professional, and their interest in their jobs is sincere. I honestly feel really privileged to work on this campaign.”

The ads are scheduled to run primarily during programming targeting young adults, ages 18 to 24, on network, syndicated and cable TV, Colonel Geisel said.