GALLERY 05: COI/The Army - Leaders

The basic premise behind this spot is that time-wasters need not apply. The ad emphasises how hard it is to find people with the right leadership and people skills to bring the best out of others. It's an unusually emotive spot for the army which avoids the stereotypical idea of arrogant shouting army officers. Instead, we witness the commonplace struggles of people in their day-to-day lives.

Product/client: COI/The Army

Agency: Saatchi & Saatchi

80 Charlotte St

London W1A 1AQ,UK

T: +44 20 7636 5060

F: +44 20 7637 8489


Creative Director: Dave Droga

Art Director: Brian Connolly

Writer: Paul Domenet

Production company: Outsider

2nd Floor

41-42 Foley Street

London W1P 7LD, UK

T: +44 20 7636 6666

F: +44 20 7323 0242


Director: Nicolai Fugslig

Producer: Benji Howell

Director of Photography: Danny Cohen

Post-production company: The Mill

40-41 Gt Marlborough St

London W1V 1DA,UK

T: +44 20 7287 4041

F: +44 20 7287 8393


Editor: Alex Soskin

Music: Candle Music

Henry Artist: Simon Holden


Become a member of Campaign

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

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content