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12 January 2021

Nil desperandum.

by Andrew MacGregor



Army Recruitment: “Fail. Learn. Win.” - 30s

You would think that failure would be frowned upon by the British Army, but this 30" recruitment film actively endorses it. Set deep in the forest during a training exercise, the ad depicts a female recruit who falters mid-run. In a twist that would make R. Lee Ermey’s drill instructor balk, the narrator claims failure is the first step towards victory.

Compared to last year's sensory assault, 2021's is a slower, more mindful beast. Good luck to those who take it as an invitation to slack off early doors, as they will doubtless be left to fend for themselves in the big scary woods. So long as recruits don’t take the piss then, mistakes can form part of a bigger, more accomplished picture.


Creative Agency: Karmarama Ⓟ Ⓦ
Film Production: Academy Films Ⓟ Ⓦ
Director: Frédéric Planchon Ⓟ Ⓦ
Cinematographer: Justin Brown
Post Production: nineteentwenty Ⓦ
VFX Shoot S'visor: Bill McNamara
Colourist: Jean-Clément Soret @ MPC Ⓟ Ⓦ
Sound Designer: Sam Ashwell Ⓦ @ 750MPH Ⓟ Ⓦ

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