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TA targets nurses in new Publicis television campaign

LONDON - Nurses are being targeted in a new television campaign for the Territorial Army that turns gender stereotyping on its head.

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In the ad, created by Publicis, two NHS nurses are talking in a cafe after their shift while a couple of lads chat them up.

The men, noticing their tanned skin, ask if the women have been on holiday. The scene then cuts to an army field hospital tent where the women have been deployed and are treating a wounded soldier.

Back in the cafe, the men ask what the women were doing on the weekend. The spot then cuts to the nurses instructing students in a training camp. When the men ask for the nurses' names their hopes are dashed as the women reveal their names: Captain Colley and Lieutenant Reynolds.

The ad is the first ever to promote the TA Medical Services, which have been much needed since the start of the war in Iraq stretched the British Army to its limits. Although it specifically shows nurses, it is part of a push to recruit health professionals necessary to keep the Army functioning. The two nurses featured in the ad are members of the TA and both recently served overseas.

The ad breaks on January 15 and will appear on Channel 4, Five and satellite television supported by online ads, created by Publicis Dialog, and a press campaign by Golley Slater.

The ad was written by Ross Jameson, art directed by Stephen Pipe and directed by Peter Cattaneo, who is best known for his work on 'The Full Monty'.

Mark Bainbridge, marketing director of Army Recruiting, said: "Publicis' testimonial route, using the Army's own soldiers and officers to make these executions, is striking a chord with our target audience and most importantly continues to produce substantial volumes of recruit enquiries for the regulars and since the launch of the new campaign in September also for the TA."

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