This study employs Erwin Panofsky’s iconographic analysis to decode the 2021 US Army recruiting campaign ‘The Calling’, situating it against the historical backdrop of military recruitment since the all-volunteer force’s inception. Panofsky’s framework allows for a dissection of the campaign’s layered narrative and its animated aesthetics, which notably diverge from prior campaign’s emphasis on the warrior archetype. The analysis progresses from a description of visual and narrative element’s (pre-iconography), to an investigation of symbolic meanings (iconography), culminating in an interpretation of underlying societal attitudes (iconology). ‘The Calling’ reimagines military enlistment as a heroic pursuit, echoing the superhero genre’s origin stories, and emerges as a response to waning interest in military careers. The campaign targets the zeitgeist of the young American population, offering a sense of heroism as compensation in a challenging recruitment climate marked by a robust economy and low unemployment. By presenting service as a ‘calling’, the Army navigates the complex terrain of contemporary cultural values, seeking to resonate with potential recruits on an ideological level, particularly within race and gender minority communities.