Eleanor Trickett, Campaign’s editorial assistant, chooses the Royal
Marines ad in the latest issue of Viz. ’Aping Viz’s editorial style, the
targeting was spot on - the coupon hardly needed to mention the age and
sex restriction (male, 16 to 27). The familiar ’are you ’ard enough’
message as it appears in the national press is safe enough - this ad’s
approach is a humorous spin on the theme and should separate the men
from the boys.’ Media planner: Sibi Cole, Young and Rubicam; media
buyer: Matt Hales, Mediapolis; creative agency: Young and Rubicam.