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
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.