The Catholic Caveman has a great post on military recruiting. Among the things he says is that the commercial almost seem to promise sf jobs and of course few of those qualified make it through the training. And loading groceries in your car doesn't make you an Air Force payload specialist.
But I think the worst of the recruiting tactics is the "Army of One" slogan. How can they actually use such an individualistic slogan for a job that is all about teamwork.
Just like there is no I in team, there is no I in the Army.