Army unveils 'inclusive' recruitment campaign

The British Army has introduced a subtle evolution of its positioning in its latest recruitment campaign, which launched at the weekend.

A series of five TV spots, created by Karmarama, tell mini-stories of Army recruits who overcome preconceptions that they won’t fit in.

One features a Muslim soldier, granted time to pray during duty; another, a soldier having an emotional moment after receiving a letter from home with a tea bag inside.

It was created by Meigan Brown and Tobias Owen and directed by Frederic Planchon and Si & Ad through Academy Films.

The campaign had generated controversy before launch, with some military figures criticising a perceived focus on emotional support at the expense of promoting the excitement and camaraderie of the Army.

The campaign retains the Army’s long-standing slogan, "Be the best", after defence secretary Gavin Williams reportedly stepped in to halt a plan to scrap the line.

Nik Studzinski, chief creative officer at Karmarama, said: "We loved working with real soldiers to create an authentic and powerful campaign which brings to life what it means to belong in the modern British Army today."