Magazine article Marketing

Adwatch: COI - Army Recruitment - 'Video Diary'

Magazine article Marketing

Adwatch: COI - Army Recruitment - 'Video Diary'

Article excerpt

I started this journey with a TV ad for the Army, which, given the lineage of this brand, is not quite as good as we have come to expect.

The ad itself is a handheld movie-camera testimonial filmed by a young man who walks a fine line between real geezer and gurgling dork. The Army invites people to be the best, but I'm not sure it has a prime candidate in this character.

However, the ad finishes abruptly, mid-drama, and the end frame invites the viewer to follow and complete the drama online. Largely because I was reviewing the ad, I went and had a look, and found a well laid-out website, centred around four short stories from different characters - one of whom is the character from the ad, who turns out to be less gurgling dork and more real geezer in the full film.

The stories reveal different aspects and benefits of joining the Army. They are well put together, matter of fact and occasionally entertaining.

I had a further nose around the website, which was on-brand for what I presume is the Army brand - no-nonsense, easy to navigate, hands-on. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.