British Army "First time fails" by Karmarama

The British Army is targeting young people with an influencer-fronted film about learning from failures as part of its "Fail. Learn. Win." recruitment campaign.

In the spot, influencers recount stories of failure that have helped shape who they are today. The stories of YouTuber Behzinga (Ethan Payne), presenter Cassandra Maria and comedian Lauren Pattison are intertwined as they recount their stories down the lens over the course of around three minutes. Payne talks about early dating disasters, Maria about difficult driving test experiences and Pattison about starting stand-up comedy.

Earlier, as part of its annual January recruitment push, The British Army launched two TV spots, called "Fail. Learn. Win. Victory" and "Fail. Learn. Win. Weapon" by Karmarama, focusing on failure.