"Be All You Can Be" was the recruiting slogan of which branch of the U.S. military armed services?

"Be All You Can Be" (1980 - 2001) was the recruiting slogan for the U. S. Army branch of the military armed services. This slogan was used by the United States Army for over twenty years. Earl Carter (pen-name, E.N.J. Carter) working for the N. W. Ayer Advertising Agency as a Senior Copywriter created the "Be All You Can Be" theme line in 1980.

The U.S. Army has said that military recruiting as an activity is very important to the understanding of who serves in a military uniform. It is focused upon people who can serve during both a time of war and a time of peace. The Army recruitment slogan and other visual/non visual materials are used to market military service that makes it clear: “If a person does his or her best, what else is there?”. According to General Norman Schwarzkopf, “The truth of the matter is that people always know the right thing to do. The hard part is doing it.”

The U.S. Army teaches individuals how to do the right thing. They learn how to be the best that they can be in and out of the military.