Army tackles critics head on in Karmarama TV burst

Karmarama has produced the heavy artillery in its ‘Don’t join the Army’ recruitment campaign for the British Army, having started with a striking poster campaign.

Two TV ads broke over the weekend with the rejoinder “Don’t become a better me?”

Challenging stuff and no mistake. The timing of this, the Army’s biggest campaign in years, is slightly curious. It coincides with the opening of an inquest into the death of a female recruit at Deepcut Barracks in Surrey, one of four between 1995 and 2002. Enough to give any parent (or recruit) pause. Maybe the Army chose to tackle the bull by the horns.

MAA creative scale: 7.

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