U.S. Army’s $11 Million Deal With The Rock Backfires Spectacularly

The U.S. Army’s $11 million advertising deal with Dwayne ‘The Rock’ Johnson and the United Football League reportedly yielded no new recruits and may have actually hurt recruiting efforts, according to documents obtained by Military.com.

The contract, which was signed earlier this year, required Johnson to post five Army ads on his Instagram, with each post was valued at $1 million. He only posted two. Meanwhile, all branches of the military continue to struggle with recruitment, falling short by 10,000 soldiers in 2023, according to Military.com.

“In terms of The Rock, it’s unfortunate he was pulled away at a time when we expected him to be present with us to create content for his social media channels,” Col. Dave Butler told Military.com. That said, “The Rock remains a good partner to the Army,” Butler added.

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