British Army "a better you" by Karmarama

The British Army is targeting Generation Z (16- to 24-year-olds) with its new TV campaign.

The ads continue the "don’t join the army, don’t become a better you" strapline, which first appeared in poster ads earlier this month. Karmarama created the TV ads (as well as the posters), each of which shows young men and women talking round parents and friends about their decision to join the army with an impassioned speech about the benefits and experiences they'll miss out on if they don't sign up.

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