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JWT’s latest campaign, in partnership with Capita plc, is designed to attract new Army recruits, by showcasing the wide range of roles and opportunities available in the Army now. The campaign went air on Saturday 11th January 2014 and will run until March 2014, the campaign features on TV, cinema, digital and radio and shows that when it comes to a career in the Army, there is much more than just combat. The soundtrack to the ad was provided by British beatboxer; Faith SFX, who is known for his collaborations with Plan B. The track and sound effects are purely his voice, which reflects the campaign idea of ‘More than Meets the Eye’. The advert also features real soldiers and officers from a diverse range of Army roles, including electricians, bricklayers and HR specialists.

The voice from the TV advert is Reservist and JWT employee, Rachel Clutterbuck. Clutterbuck commented; “As much as it’s a bit of a cliché, variety is the spice of life for me. Working in the creative industry and being an Army Reservist offers me many opportunities to have interesting and very different experiences from the norm. Working at JWT has offered me a unique cross-over due to the agency handling the Army recruitment account. I have had the opportunity to be involved in something I care a great deal about, the impact of which may well have a great significance in how the Army Reserve evolves over the coming years.”

Russell Ramsey, Executive Creative Director of JWT London, commented; “Whilst we wanted to show the exciting, high octane part to Army life, we also wanted to add an element of surprise, showing the audience the career tools they could gain in the Army.”

Katrina Brooks, Senior Marketing Manager, for Capita’s Army recruitment partnership said; “Research tells us that people primarily think that being in the Army is just about being on the front line, but that is not the case. We wanted to create a campaign that sold a career with the Army in its entirety. Combat roles are a well-known element of life in the Army, but potential recruits don’t realise the hundreds of different jobs and opportunities available both full-time or part-time. From chefs, to communications specialists, bricklayers and environment health technicians. Our aim was to educate our target audience on all the other careers and opportunities they could expect if they join.”