Army prepares advertising burst

Marketing 28-Aug-03

The Army is preparing a £2.5m burst of advertising to boost recruitment. The ads extend the campaign that launched a year ago after Publicis won the creative account, but for the first time feature members of the Territorial Army. Three 30-second executions start on September 1 and run for 12 weeks. They feature real soldiers talking to potential recruits about what makes their job so appealing and challenging. Images of soldiers' personal lives are juxtaposed with their professional lives. One soldier is seen directing a beach landing while bathing his baby daughter. The work is supported by radio and press ads. Media planning was by ZenithOptimedia and buying by MediaVest in conjunction with COI Communications.