Armed services ads on both sides of the Atlantic have traditionally tried hard to skip the obvious, to wit if they give you a gun you’re likely to have to shoot or be shot at. No such beating about the bush in this latest campaign from McCann for the US Army.
The US Army seems to have been trying to fire McCann for years as its endless agency review grinds on. Maybe McCann just decided to go for it.
MAA creative scale: 7.