I guess if you’re Saatchi & Saatchi and the Army is your client and
they tell you they’re going to come round and indulge in some jolly
japes - then they come round and indulge. You’re hardly going to stop
them, are you?
So last week, Charlotte Street was subjected to its annual invasion.
At 4.30 am (well, it was the Army) clients Colonel Rory Clayton, Major
Scottie Adam and Major Alasdair Goulden got past security to the back of
the agency outside the Pregnant Man pub.
They took down the Army poster on display at the agency’s regular poster
site and replaced it with one they’d created themselves - a pastiche of
a recent recruitment ad.
The original poster depicts people from various ethnic minorities
saying: ’I’ll never join the Army because there aren’t enough black
people in it.’
The version created and produced by the Army shows the faces of all the
people who worked on the account, led by the group account director,
Jeremy Pyne, all saying: ’I’ll never join the Army because there aren’t
enough ad people in it.’
The officers also invaded the Pregnant Man itself, put up Army
recruitment posters and rebranded it ’the Tommy Atkins’ (the generic
name for a British soldier, so we’re told). Then, they served a
champagne breakfast to the Army team when they arrived for work.
All very sweet. Please let us know when the nurses come to play their
tricks, won’t you?