JWT unveils new RAF print advertising

The Royal Air Force is targeting young potential recruits with a

bold new print campaign devised by J. Walter Thompson.

The ads, which break next week in titles including FHM, Loaded, Marie

Claire and Cosmopolitan, will aim to target young people and encourage

them to consider a career in the RAF and find out more information about


The executions each consist of a black background with a small

black-and-white drawing illustrating individual scenes that represent

ordinary working life.

One is of a crowded commuter train, another of a tiny office, a third

shows a boring view from an office window. The copy simply reads: "or


The ads are rounded off with the target logo of the RAF in the bottom

right-hand corner.

Allister Wood, the creative director at JWT, said: "The new RAF campaign

is fresh, confident and surprising. It demands re-evaluation by our

youth target of the RAF offering. We're not preaching to them about the

RAF, we're encouraging them to make up their own minds."

The abstract work marks a departure for the RAF and COI


As with the army's most recent advertising, the RAF's recent campaigns

have concentrated on showing the range of career prospects it can


The ads were created by Veryan Prigg and Anthony Smith. Media was

planned by MindShare and bought by MediaCom and Universal McCann.