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6 January 2019

Valuing youth.

by Jason Stone


Army Recruitment: “Your Resilience” - 60s

The posters associated with the Army's latest bid to attract young recruits have taken a lot of unfriendly fire. And - we have to be brutally honest - rightly so. While provocation can command attention, there are times when its use feels counter-productive and it's hard to see who will feel that they're being addressed that calls out millennials in such a derogatory fashion.

The TV executions are another thing altogether though. The larger canvas has been used really well to explain the proposition fully, and suddenly you can see what the posters are trying to do. A young woman has a job at a supermarket and has been tasked with sorting out the trolleys. She is methodical and - for reasons that aren't entirely clear - this gets on the wick of one of her colleagues who abuses her for being 'slow'.

This sequence is juxtaposed with footage of her in a very different situation... one where her patience and attention to detail is highly values.

The message is clear - don't put up with a civilian role where your skills are undervalued, come and join the Army instead. It's a persuasive message and it's been put together with a great deal of skill. If the posters in any way help focus those in the target demographic when they watch this film, then maybe they'll have served a useful purpose after all.


Creative Agency: Karmarama Ⓟ Ⓦ
CCO: Nik Studzinski
ECD: Adam Kean
Creative Director: Imogen Tazzyman / James Rooke
Account Director: Will Bright
Account Manager: Charlotte Allcock
Business Team: Charlotte Hodgson
Planner: Matthew Waksman / Rhonwen Lally
Agency Producer: Rebecca Hunter
Ass't Prod (Agency): Sacha Bull
1st AD: Matt Clyde
Cinematographer: Michael Gioulakis
Production Designer: Marie Lanna
Editor: Dan Sherwen @ Final Cut
VFX: Dionne Archibald @ MPC Ⓟ Ⓦ
VFX Shoot S'visor: Alex Lovejoy @ MPC Ⓟ Ⓦ
Colourist: George K
Sound Designer: Sam Ashwell Ⓦ @ 750MPH Ⓟ Ⓦ
Composer: Joel Hartman / Luis Almau @ Soundtree Music Ⓟ Ⓦ

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.