The British Army has launched two TV spots focusing on failure as part of its annual January recruitment push.
Directed by Frederic Planchon through Academy, both films show young recruits hitting the wall on training manoeuvres before being encouraged to restart by a senior officer, while a voiceover addresses the viewer.
In one, the voiceover opens with the words "What’s the first step towards victory? Failure", while the other begins: "What’s our most powerful weapon? Failure".
The campaign features the tagline "Fail. Learn. Win." and echoes the "weaknesses become strengths" theme of the 2019 campaign, which showed young people that qualities older generations criticised them for could actually be advantages.
The campaign includes radio and online executions, and was created by James Rooke, Meigan Brown and Tobias Owen.