The US Space Force has released a recruitment advert entitled “Make History” in an effort to fill its new ranks.
Released on May 28, the “Make History” recruitment advert opens with footage of a star-filled sky. The narrator explains that light from the stars in the sky takes millions of years to reach Earth and that “when you look at a star, you’re looking back in time.” This sets up a juxtaposition to the future in the form of the US Space Force. It ends with the line, “The future is where I’ll make history.”
The advert is well-produced and feels more like a trailer to a Hollywood blockbuster that, if I’m honest, I’d watch. Despite the high production level and inspiring message, the advert has already been met with skepticism.
According to a May 28 US Space Force press release, “Make History” was created to not only recruit new service members but to frame the “service’s purpose and mission for the broader public.” The advert, however, seems to distort the “purpose and mission” of the newest US branch of the armed forces.
In the first half of the advert, the narrator explains that in the stars she sees “exploration and courage” and a “country finding new horizons out there.” However, the US Space Force is not charged with exploration, a theme that seems intrinsic in the advert’s messaging.
Ironically, the accompanying press release quite clearly outlines that exploration and “finding new horizons out there” is not a focus of the US Space Force.
“Space Force responsibilities include developing military space professionals, acquiring military space systems, maturing the military doctrine for space power, and organizing space forces to present to U.S. combatant commands.”
Although potentially misleading, there is little doubt that the advert is effective.