Dunno who’s in charge of UK armed services recruitment these days but it looks as though Brigadier ‘Buffy’ Missthepointcompletely has been put out to grass.
A couple of weeks ago we had a decent Royal Navy ad from WCRS and now JWT London has entered the lists for the Army Reserve. This used to be the Territorial Army, part-time soldiers, who seem to be taking over completely. Which may be a debatable strategy but that’s not the agency’s fault.
At least this new one has guns and loud explosions, as opposed to promoting the Army as an overseas holiday with bits of apprenticeship included (although there’s a bit of that).
Another stripe for JWT. On the MAA creative scale: 6 (these ratings are tough, you know).