Recruiting campaign

Just checked my yahoo & msn accounts, and there's these new US army adds everywhere. A new recruiting campaign:

"Climbing a mountain is strong.
Landing a helicopter on a mountain is Army Strong!
There's strong... And there's Army Strong!"

Just google "Army Strong" to read more about this, if you're interested. I just wonder... Do they mean strong as in "brute force"? Have they thought of trying with other adjectives, too?

"Jumping off a bridge is dumb.
Jumping off a bridge because somebody tells you to is Army Dumb!
There's dumb... And there's Army Dumb!" (Unless you're into bungee jumping, of course).

Or what about this other one?

"Killing is wrong.
Collateral damage is Army Wrong!
There's wrong... And there's Army Wrong!"

But no, only strength in mentioned. Again, no creativity, no flair... The curse of the military!