There is nothing unusual about seeing military recruiting ads right now. But in Congress and the Pentagon, many people think that the new Air Force ads are less about recruiting and more about lobbying for extra money.

Some lawmakers see an Air Force push to win funds for newer equipment. And, in rare criticism from others in the military, some Pentagon officials think that the ads are meant to buck Bush administration spending priorities and to push the Air Force’s agenda.

The ads are part of a $25 million campaign designed by the Air Force for television, radio, the Internet and newspapers, and called “Above All.”

Unlike traditional recruiting campaigns, the ads do not highlight what the military offers individuals who join. Instead, they stress how the Air Force protects the nation.

Some Pentagon officials are asking why the Air Force needs recruiting ads, as the service has no trouble meeting its recruiting goals and is supposed to be downsizing, not growing.

The slogan—“Above All”—has puzzled other military officials. One Defense official skeptical of the campaign said the “Above All” slogan evoked the German phrase “über alles”—which roughly translates “above all”—from the national anthem words, “Deutschland über alles” used by Nazi Germany.

Air Force defends ads

Air Force officials reject those charges and are defending their ads as part of an innovative and needed recruiting campaign.

“It’s designed to be a little provocative, to create a dialogue, to engage so that a significant portion of the public is informed about what we do for America so as to help people join our team,” said Maj. Gen. William Chambers, the Air Force’s director of communications.

Rather than aiming the spots at potential recruits, the main target is adults who advise young people about whether to enlist in the military, Chambers said.

While the ads do not contain an explicit pitch to sign up, they contain the Web address for a recruiting site, www.airforce.com.

The service has asked for $55 million more to fund another round of “Above All” ads in 2009 as part of a $112.5 million advertising budget. Air Force officers also said that they brought in German language experts to make sure the “Above All” catch phrase did not evoke the words “über alles” with German speakers.

And Air Force officials said that, like all recruiting ads, the campaign emphasizes the uniqueness of an individual military service but is not meant to put down the other branches.

When it comes to asking for money, the military services must walk a narrow path. The Pentagon has large planning and acquisition staffs that set national security priorities. And Congress requests a “wish list” each year to highlight the needs of the various services that did not receive Defense Department funding.

But it is against the law for the military to lobby Congress directly for money. To some members of Congress, the recruiting ads look suspiciously like a lobbying effort.

Rep. John P. Murtha, D-Pa., chairman of the House Defense Appropriations Subcommittee, called the ad campaign “outrageous” and questioned whether it amounted to an illegal lobbying effort in a recent letter to Secretary of Defense Robert Gates.

Gates asked Air Force officials to talk to Murtha, who said through a spokesman that his concerns have been addressed.

Uneasy lawmakers

But other lawmakers also are uneasy. In a statement, Rep. Allen Boyd, D-Fla., said the Air Force responded to his concerns but he still thinks Congress should “thoroughly examine” the ads.

“Congress has an obligation to make sure that our taxpayer dollars are being spent responsibly and appropriately,” Boyd said.

Rep. Jerry Lewis, R-Calif., questioned Air Force leaders about the ad in a March 11 hearing. Jim Specht, a spokesman, said Lewis still considers the ads part of an effort to secure a larger budget share.

Lewis is particularly incensed at ads that seemed to target the Washington, D.C., area. Two full-page newspaper ads ran in The Washington Post, which has a very low circulation outside of the capital region, suggesting the ads were “strictly designed to lobby Congress,” Specht said.

One “Above All” ad on the Air Force Web site highlights its contribution in Iraq. But the bulk of the campaign is focused on other challenges, such as cyberattacks.

“Brand awareness”

Air Force officials say that the fact that they are highlighting their preparation for threats does not mean they have shifted their main focus from Iraq and Afghanistan.

“It is our No. 1 priority to win the current fight,” Chambers said.

“Do we have eyes on the future? Yes. But that is part of giving good military advice.”

And Air Force officials say that even though the service is supposed to cut its size, they have asked Congress for money to halt the cuts and restore its ranks.

The Air Force’s budget proposal, released in February, says the objective of the advertising campaign is to increase the service’s “brand awareness.”

“The program seeks to change a mindset by educating the American public on how today’s Air Force is the most engaged, versatile, and high-tech of all military services,” the budget document says.

But officials more recently insisted the ads first and foremost are recruiting spots. Ads have run on the History Channel and during the NCAA basketball tournament.

“If we are even thinking about turning around from a declining Air Force to an increasing Air Force, we need to show what we are doing in support of the nation,” said Air Force Secretary Michael Wynne.