Publicis' campaign for Army shows role of the TA in military

A new campaign from Publicis, breaking on 1 September, is designed to promote both the Army and the Territorial Army simultaneously.

In a media schedule put together by ZenithOptimedia, the campaign, backed by a spend of £2.5 million, will concentrate on TV. However, there will also be radio and press activity over its 12-week duration.

The dual promotion of the regular army with the TA is designed to reflect the latter force's importance to Britain's military effort - the TA was deployed in both Iraq and Afghanistan.

The ads show real soldiers explaining what makes their job appealing and challenging. Each spot shows the soldier's home life and his army life, with one also covering a TA recruit's civilian working life.

Lance Corporal Paul Harvey is therefore depicted conducting an amphibious beach landing interspersed with scenes of him bathing his baby daughter.

In another execution, Stephen Murray is shown working for Pirelli, in Afghanistan, with his family and calling fire in his role as a section commander.

The ads were written by Ross Jameson and art directed by Stephen Pipe.

They were directed by Antony Easton through Spectre. Media buying is through MediaVest and COI Communications.

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