Saatchis’ Territorial Army work emphasises military readiness

The Territorial Army this week launches its first television campaign in four years in an attempt to reposition it as an integral part of the regular Army.

The Territorial Army this week launches its first television

campaign in four years in an attempt to reposition it as an integral

part of the regular Army.



The campaign, created by Saatchi & Saatchi, also runs on regular and

’lenticular’ posters, in which technology similar to holograms is used

to flip between two images.



The campaign introduces the line, ’In the TA you need to be ready at any

moment’, and features various situations in which civilians are suddenly

transformed into soldiers - demonstrating that members of the

Territorial Army may be called on to serve alongside the regular Army at

any time.



A 40-second commercial centres on a group of friends travelling in a

transit van. As they discuss the football scores, the friends start to

morph out of casual civilian clothing into combat gear.



At the same time, the interior of the van turns into an army helicopter

and the friends leap from the helicopter into action.



At first glance, the lenticular posters show a builder carrying a

sledgehammer with the strapline, ’In the TA you need to be ready

at ...’.



But when the viewer passes the poster, the builder transforms into a

Territorial Army soldier carrying a rifle and the final part of the

strapline, ’... any moment’, is added.



’Transit’ was written by Adam Kean, art directed by Alex Taylor and

directed by Taylor and Paul Weiland through Paul Weiland Films.



The lenticular posters were also written by Kean and art directed by

Taylor, while the regular posters were written by Gavin Kellett and art

directed by Nik Studzinski, with photography by Dinu Li. Media was

bought by MediaVest.



Lt Col Spencer Gammond, head of TA recruitment marketing, said:

’Individuals may be called upon to prepare for operation alongside the

regular Army at any time. I’m confident this work will go a long way

towards helping us meet our recruitment objectives.’



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