The British Army "Fail. Learn. Win." by Karmarama

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.


Head of planning
Senior planner
Managing partner
Account director
Creative producer
Head of design
Studio director
Head of broadcast
Production assistant
Producer (TV)
Senior producer (social & radio)
Producer (social & radio)
Creative partner
Head of post production
Creative services director
Post producer
Senior post producer
Edit assistant
Social & influencer lead
Head of PR
Account director
Senior account manager
Senior account executives
Production company
Executive producer
Production manager
Production assistant
VFX supervisor
VFX producer
Sound design

Become a member of Campaign from just £88 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member