Magazine article Marketing

Adwatch: British Army - 'Army Pathfinder'

Magazine article Marketing

Adwatch: British Army - 'Army Pathfinder'

Article excerpt

We're lucky enough not to have to deal with life and death in our industry. In fact, it is often something I remind myself of in the heat of the moment: at least no one's going to die.

We're in the business of entertainment, which means we can't assume that people want to hear what we have to say. We need to be very clear about what we want them to do if we are going to stand a chance of engaging with them.

Many campaigns seek to change consumer behaviour, but if this is the goal of our activity, we have to give our audience a good reason to take action.

The latest Army spot does just that. A monologue by a man from Sierra Leone describes how he still has both of his hands as a result of the Army stepping in when he was threatened during a rebel war. If you care about people, it is impossible to ignore this film. He has been rescued, not threatened. There is a clear shift from the quest for personal glory, to appealing to people's sense of community, their humanity. …

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