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Kid Rock and National Guard Playing in a Theater Near You

The National Guard has taken its recruitment marketing to a new venue: movie theaters. Music videos featuring real National Guard members and celebrities like Kid Rock, Dale Earnhardt Jr., and Three Doors Down, are playing in lieu of movie trailers. The tributes to the men and women serving in the National Guard paint an alluring picture of what that service entails. Oscar winning director James Mangold directed the campaign that will air in movie theaters throughout September and October.

In "Warrior," dramatic images of soldiers leaving for war, Middle Eastern children, and Dale Earnhardt Jr.'s National Guard-clad race car mix in while Kid Rock sings:

So don’t tell me who’s wrong or right when liberty starts slipping away
And if you ain’t gonna fight, get out of the way
‘Cause freedom ain’t so free when you breathe red, white, and blue
I’m giving all of myself, how about you?

Do you find the video to be propaganda, or an honorable effort to help Americans take pride in serving their country? If the government wants to play rock-star videos about joining up, should Americans also be able to see embargoed images of caskets coming back from war?

Join The Conversation
saintrage saintrage 8 years
The Waffle House Warrior. Kid Rock is the last person that needs to be lecturing me about patriotism.
girlA girlA 8 years
These ads have been playing in theaters for a while now because they figure they have a captive audience, particularly young kids and teenagers--just who they're after. They really bother me.
bluesarahlou bluesarahlou 8 years
And he was married to good ol' Pam Anderson. Who hates KFC. It's a wonder how that marriage didn't work :ponder:
Jude-C Jude-C 8 years
Ewww. He does usually look greasy enough to have come out of a deep-fat fryer, though.
CaterpillarGirl CaterpillarGirl 8 years
although i doubt Kid is finger lickin good
Jude-C Jude-C 8 years
Yeah. I feel like he slowly turned himself into a cliche, and now when I hear his voice, for some reason I always think "KFC commercial."
bluesarahlou bluesarahlou 8 years
I saw the 3 Doors Down video a bunch of times last year...and I caught the Kid Rock one on Sunday. They both were pretty cheezy to me... That being said, I do think it's great that Kid Rock goes to the military bases and plays for the troops. I think it's a really nice way to show your support and keep up morale. And Jude, I'm the same as you. I change the channel every single time. I can't stand that song. His first album was the only real good album, IMO. When he was all fresh and "crazy white guy rappin".
Jacaranda1 Jacaranda1 8 years
I think we should have a mandatory service program in this country. Either social service or military service. Imagine all the work that could get done by a bunch of 18 year old kids. Also, it is rather polarizing to just see the National Guard and Armed Forces being associated with the war. You'll never get everybody excited about serving that way. Your just targeting people who are susceptible to those ads like those understand, respect and enjoy service or those who have no other way out.
Jude-C Jude-C 8 years
*Slightly off topic, Kid Rock's new song is so dumb. You know, the one that sounds like Sweet Home Alabama and boasts such genius lines as "we were smokin' funny things." I have to change the radio station every time it comes on.
Jude-C Jude-C 8 years
That's fine--like I said, I think he's pretty much sincere, and good for him--it's the way the ads present service that bothers me. Most of the military recruitment ads of the last few years really get on my nerves, because they take a sort of "action hero" approach to getting young men to sign up. And while I know that we do need to keep our military stocked with fresh new recruits, I feel like it's at least a little exploitative and deceptive to lure recruits in with this sort of image of becoming an action hero.
Great-Sommelier Great-Sommelier 8 years
He's certainly made more trips to Iraq and other military hotspots than any of our candidates. :wink:
Great-Sommelier Great-Sommelier 8 years
Kid Rock has been performing for the troops for years.
Jude-C Jude-C 8 years
I'm guessing that Kid Rock is at least mostly sincere, but, yep, it's still propaganda. Blatant propaganda, IMO, and I actually think that ads like this degrade military service by selling it as one would sell a product or entertaining experience. Very undignified.
CaterpillarGirl CaterpillarGirl 8 years
I have actually heard people Boo these ads at the theatre.
faegirl faegirl 8 years
Amy, we saw the "ad" the other day and my boyfriend said something about a buck 'o five to me. I haven't seen Team America, so he had to explain it to me. But it seems like a lot of people have that thought immediately after seeing this. I didn't like it, personally. Kid Rock is not what I think of when people talk about the military. But if you want to get people's attention right before that light hearted comedy they paid 10 bucks to see (or slasher film) then you have to go all in.
jessie jessie 8 years
interesting...:ponder:...the commercials are never close to the truth. but as far as kid rock "questionable" as he may be sometimes, he as shown a lot of support of the troops in the past, present and more then likely the in the future too.
amybdk amybdk 8 years
HA! So true! What would you do If someone told you to fight for freedom? Would you answer the call Or run away like a little ? 'Cause the only reason that you're here Is 'cause folks died for you in the past So maybe now it's your turn To die kicking some ass Freedom isn't free It costs folks like you and me And if we don't all chip in We'll never pay that bill Freedom isn't free Now there's a hefty in' fee And if you don't throw in your buck 'o five Who will?
CaterpillarGirl CaterpillarGirl 8 years
Amy, It costs a heaving F*ckin fee.
amybdk amybdk 8 years
This particular song reminded me of "Freedom Isn't Free" from Team America.
piper23 piper23 8 years
I disagree. Its nice to have celebrities endorse the military instead of seeing them bash the war for a change. And I'm a big fan of Kid Rock. He puts on a really good show. And my husband is in the National Guard but he doesn't fall into the category of the uneducated population. But he is a male so I'll give you that one.
SanDiegoLove SanDiegoLove 8 years
These ads have actually been airing for quite some time...
Jillness Jillness 8 years
"what better way to get the public to see how dignified the military can be, than to make a video everyone finds obnoxious and stomach turningly bad?" I agree. I remember the commercials "The Few. The Proud. The Marines" when I was a child, and they looked so dignified and respectable. When you throw Kid Rock into the commercial, it just degrades everything. It makes me feel like Kid Rock is using them to help his album sales, and that just makes me queasy. Couldn't they have found someone that hasn't been arrested for picking fights with teenagers at Waffle House?
yesteryear yesteryear 8 years
oh, kid rock, you served in the national guard? i had no idea! oh wait, you didn't? oh, you say that you were chosen for this commercial because market research shows that your music, and the heroic feats of dale earnhardt jr., appeal to a certain segment of america's uneducated young male population? oh, and i suppose mr. earnhardt would like to support a war to protect the oil he uses in his 4 mpg car? ohhh! i get it now! thanks for clearing that up!
scissorz scissorz 8 years
yeah i saw this a few weeks ago before the sisterhood of the traveling pants 2. i have had to show it to a bunch of my friends since just to see what they thought. i personally just think its really obvious the demographic they are going for. i mean, its like, "you like nascar? how about kid rock? then you like the national guard too!" i was more offended right after seeing it. i also think its real skewed but what commercial isn't. seeing as i was laughing in the theater at this, it didn't really effect me. i just hate how it made what we are doing look so damned honorable. its pretty disgusting stuff
lmors lmors 8 years
i went to a movie last night and was shocked after I saw this.. I understand the support, moral boosting qualities and patriotism it's attempting to portray.. but it is probably the farthest thing from tasteful.. Nascar and Kidrock?... ooookay..
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