A new campaign for the UK's Territorial Army (TA) through JWT London will use live broadcast from military operations in Afghanistan. Breaking this weekend, and in the first such campaign for the military, the ads will air on ITV to launch a recruitment drive. The footage is also available on YouTube.
The 60 second spots, running over the next two weekends, will be filmed and broadcast from operations almost simultaneously, showing TA soldiers going about their everyday duties as reservists in Afghanistan alongside their regular army counterparts. The idea is that viewers will see how ordinary people with similar lives to theirs are volunteering to serve their country as a second career.
The campaign also includes 150 regional events over the next month to promote the TA, such as open evenings, discovery days, recruiting stands and equipment demonstrations.