British Army Seeks Snowflakes, Gamers & Jokers in Recruitment Drive

Are you a me, me, me millennial? A selfie queen? Or an obsessive gamer? Well, you're in luck: the British Army wants YOU.

A new campaign created by Karmarama aims to show how the Army recognises potential beyond Gen-Z and millennial stereotypes, whose often-maligned qualities actually translate into essential skills needed in new recruits, such as compassion, self-belief and focus. 

Three TV spots, helmed by Johnny Green via Somesuch, tell the stories of individuals whose perceived weaknesses are seen as strengths by the Army. Potential recruits are shown at home or work, with others calling out their stereotypes, before the scene changes to show them in the Army, performing roles where their potential is recognised, including soldiers assisting on humanitarian missions in war-torn villages and supporting on a Caribbean hurricane relief effort. 

In one spot, a father laments his son's round-the-clock obsession with gaming, which translates as essential stamina in a combat setting; in another, the office clown brings some much-needed, morale-boosting humour to the troops.

The campaign - which is the third in the Army's This is Belonging series - also includes a series of OOH ads which pay homage to the famous Lord Kitchener posters of the First World War, targeting snowflakes (for their compassion), phone zombies (for their dedication) and binge gamers (for their drive). 

The campaign follows on the heels of research stating that 72 per cent of young people describe themselves as 'ambitious', yet feel undervalued and wanting a job with real purpose. 

“The Army sees people differently and we are proud to look beyond the stereotypes and spot the potential in young people, from compassion to self-belief," says Major General Paul Nanson, the head of Army Recruiting. “We understand the drive they have to succeed and recognise their need for a bigger sense of purpose in a job where they can do something meaningful.”