Featuring real Soldiers on real missions, “Uncommon Is Calling” highlights the extraordinary experiences of those who serve part-time in the Army National Guard. fluent360 led the campaign’s creative execution on behalf of Team DDB.

The campaign shines a light on the dual roles of Guard members, who serve as both everyday civilians and essential responders during national emergencies. With units located in all 54 U.S. states and territories, the Army National Guard plays a vital role in supporting local communities during crises such as Hurricanes Milton and Helene in 2024 and the California wildfires in 2025. They also remain prepared to support Active Duty Soldiers at the federal level when needed.

Striking black-and-white films were created to connect with Gen Z by portraying the real, relatable lives of part-time Soldiers. Many of these individuals are students, baristas, coders, and creatives who also step in to protect and serve during moments of crisis.

While fulfilling these responsibilities, National Guard Soldiers can also pursue careers in aviation, healthcare, law enforcement, engineering, and other fields. The campaign speaks directly to Gen Z’s desire for purpose, flexibility, and a meaningful path that breaks from the conventional.