British Army "Army confidence lasts a lifetime" by Karmarama

The British Army's latest work showcases the long-term confidence created by military life.

Following last year’s "Your country needs you" campaign, which was met with controversy for targeting "snowflakes", the new recruitment spot follows a dune-roaming soldier as he ignores the distractions of short-term confidence boosts, such as fast fashion and friends heading out for a "quick drink". 

The ad ends as the soldier presses on with his military duties, prompting the closing lines: "Lots of things can give you confidence for a little while. But confidence that lasts a lifetime? There's one place you'll find that."

This launches alongside a series of digital 10-second films that highlight different ways in which an army career can instil confidence in younger people, from defusing explosive devices to commanding soldiers in combat. Activity will also run across out-of-home and radio.

The TV ad was created by Meigan Brown and Tobias Owen, and directed by Nicolai Fuglsig through MJZ. The 10-second films were directed by Billy Boyd Cape through Academy.


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