RAF recruitment drive focuses on teamwork

A pounds 3 million RAF recruitment TV advertising campaign featuring dramatic footage of engineers in action in Kosovo will launch on 1 August.

A pounds 3 million RAF recruitment TV advertising campaign

featuring dramatic footage of engineers in action in Kosovo will launch

on 1 August.



Created by J. Walter Thompson for COI Communications, the ad aims to

recruit engineers by stressing the importance of teamwork and the

excitement of overseas operations.



JWT’s account director, Rob Harwood-Matthews, said: ’The ad makes heroes

of all the members of the team, not just the pilots.’



Directed by Frank Budgen, the 40-second RAF spot is the third in the

series of ’Rise above the rest’ ads that began in 1998.



It incorporates documentary-style footage of the re-opening of Pristina

airport, featuring real RAF personnel and Hercules aircraft.



The ad tricks the audience into thinking they are watching a terrorist

bombing raid as masked engineers work under the cover of darkness.



In fact, the engineers are laying cable to restore the runway lights,

but this only becomes apparent when an engineer pushes down on a

detonator and, instead of a bomb exploding, the runway is flooded with

light.



The ad was shot over several nights using video, digi-beta and even CCTV

security cameras - there were up to nine different cameras running at

any one time - to achieve the realism of war footage. It ends with the

tongue-in-cheek tagline: ’Some overseas travel involved.’



Harwood-Matthews added: ’We did not use a big showy soundtrack, just the

incidental sounds of running, breathing and the click of machinery to

create an air of tension.’



The ad will run on ITV, Channel 4 and ethnic channels on satellite TV to

try and raise the number of recruits from ethnic minorities. The

month-long TV push will be backed by press ads running throughout the

year.



The ad was written by Trevor de Silva and art directed by Paul

White.



The production company was Gorgeous Films. Media planning is by

MindShare and media buying by MediaVest.



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