Teen Girls Argue About Reasons to Join Up in Spot for British Army

Karmarama Campaign Eschews Typical Military Advertising

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A new campaign for the British Army takes a different tack from typical military advertising. It features no combat or weaponry, and it's not all about trying to sell potential recruits the excitement of becoming a soldier. Instead, it features everyday conversations and is about ignoring the naysayers who will give you a reason not to join.

One of two new spots, by Karmarama, centers on a trio of teenage girls walking by a flyover in an inner-city setting. "Don't join the Army," one tells her friend. But the girl replies with a list of reasons why "don't" would close so many doors; she won't be able to get away from where she is, to find a new life and be a better version of herself. Another spot features a father and son in a garage; again, the father tells his son not to join up, and the son replies with a heartfelt list. James Rouse of Outsider directed both spots.

The campaign is aimed at attracting 16-24 year olds by showing them how they can grow and become better versions of themselves with an army career. It's been designed to feature genuine conversations young people might have with their friends, families, and influencers, when considering a career in the Army.

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Feb 02, 2016
British Army
Creative Team:
Nik Studzinski
Creative Team:
Adam Kean
Flora Proudlock
Account Director:
Charlotte Hodgson
Agency Producer:
James Faupel
Production Company:
James Rouse
Benji Howell
Production Manager:
Tim Steele
Alex Melman
Production Designer:
Simon Bowells
1st AD:
James Sharpe
Offline Editor:
Art Jones
Offline Editor:
Bill Smedley
VFX Post Production:
Electric Theatre Collective
VFX Artist:
Giles Cheetham
VFX Producer:
Libby Behrens
Lewis Crossfield
Sound Design Company:
Sound Designer:
Antony Moore
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