The National Guard is attempting to raise it's market share amongst the population. At the moment it is the least well thought of branch of the military. The video, in addition to being a recruiting tool, is attempting to address that problem. Despite the publics view of the Guard, their recruiting force is the envy of the armed forces (as is evidenced by the fact that they are now recruiting for the active Army, as well as their own mission). The reason is that they finally realised that marketing was more than just handing out pencils to high school kids. Hence the video you see at the theater.
I don't like the video myself, I think it is cheesy, but it is bringing in a lot of leads to Guard recruiters.
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Fortunato became immured to the sound of the trowel after a while.
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