Duty, Honor, Country, Pride. These are certainly noble and good reasons to sign up, but I'm of the opinion that the Armed Services could switch it up a little, maybe incorporate some taunting in their recruiting efforts. I think what inspired this spec ad was seeing yet another weasely weasel-boy wearing some shirt proclaiming his allegiance to one side or the other in the rehashed, retreaded and retarded pirate/ninja debate. (Click for large)
You've seen Kim and her muffin-top. You've seen the super-abbed dudes in the sidebar of websites, the abs of which you will never have in your lifetime even if you devoted the next ten years to doing nothing but sit-ups all day long. Everyone wants to be fit and look good at the beach. Diet and exercise are huge business and always will be. But those programs cost money.
It's a tough time to be a military recruiter, what with the whole risk of losing a limb or your life now more real than ever, so maybe the Armed Services need to jump on this, with the added pitch that they will pay you to get in shape. Sample banner below.
Actual before and after images from here after an image search for 'boot camp before and after.'
Ukraine, likely the next victim in the Russian Rollback, would like young citizens to take up the call of duty and patriotism by joining the armed forces. Looks like it's going to be a cakewalk for the Russians.
In today's climate, selling a career in the military to young men and women has to be a tough job. But the USMC has put together a very elaborate (and effective?) campaign featuring the "Silent Drill Platoon."
This is the same commercial production that caused a stir in San Francisco last November when city officials refused the Marines access to the Golden Gate Bridge. It started airing late last month. I couldn't find any agency related to it, but MTLB thinks JWT had a hand in this.
Unlike the usual military recruitment ads, this one has no scenes of combat training, no one in battle dress uniform yelling orders to warriors with painted faces, no screeching planes or helicopters. Starting in Rhode Island, we see scenes of America in a veritable sea to shining sea depiction of amber waves of grain, alabaster cities gleaming and purple mountain majesty, with this silent drill team showcasing their precision skills, culminating in a nice shot of the very bridge they were denied access to.
Here's the "official extended version."
They've also put together a bunch of "on location" videos of the various shoots.
Will this increase recruitment? I don't know. But it sure is pretty. And I think even the most dyed-in-the-wool San Francisco pacifist can appreciate good film-making, even if you deem that film propaganda. You might even feel a slight hint of patriotism stirring in your cynical heart.
Most military recruitment ads follow some variation of the formula Slow Motion + Rain + Dramatic Music + Closeup Hero Shots + Gritted teeth = Boys Will Sign Up. The Dutch Royal Marines add another element: selectivity. The US Marines strongly hint at it in their ads, but it's well depicted here in this ad from the Netherlands.
Not that Georgia, the Republic of Georgia, north of Turkey, mainly because in his remarks to Congress earlier this week, General Petraeus mentioned how this "coaltion partner" was helping secure areas of Iraq. So let's look at their recruiting efforts.
Hmmm, lots of soldiering going on here, with recurring marching and firing of weapons themes. There's very little of the lighter side of military service seen in the recruitment spots of other countries. You know, meeting friends, seeing the world, playing rugby, hanging out on the beach, indulging in casual sex with strangers in exotic ports of call. An ominous music score sells danger and threats from Russia. These Georgians are serious.
The Royal Navy has recently unleashed a series of recruitment ads, some humorous, others more serious, like this one.
Since the theme of unity for a greater cause is all the rage right now, this campaign takes a smart approach and lets the potential recruit feel as though their task within the service will "make a difference", change lives and earn the respect of a bunch of envoys to the United Nations. Not likely on the latter, but if it gets the young chavs off the streets of the government subsidized ghettos, great. Build some character and teach 'em how to properly wear their hats and pants, at least.
In my continuing (and admittedly bizarre) facsination with the world's military recruitment efforts, I give you the Japanese Maritime Self Defense Forces recruiting commercial.
The Japanese eschew all that silly cinematic elegance that the Czechs, Russians, Aussies, Brits and Americans use and just go for the Speed Racer anime vibe.
Careful, the effects may cause you to go into a seizure.
Back when we were kids, the advertising people told us that "in the future" we'd all be free from disease and living in peace, flying around with our own jetpacks. The future is now...and we're still waiting.
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