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"The British Army is looking to recruit young people with a campaign that shines a spotlight on what it says is the “unique and long-lasting sense of confidence” earned by signing up.
The ‘Confidence Lasts a Lifetime’ push contrasts the “quick hits” of confidence the army says are easily gained, and easily lost, in a modern world with the long-term boost it offers.
Developed by long-time ad agency Karmarama, the push follows on from 2019’s controversial, but ultimately successful, ‘Your Army Needs You’ campaign. Both initiatives are part of the Army’s wider ‘This Is Belonging’ series.
The TV spot at the heart of the new drive follows a metaphorical journey of a soldier who is confronted with distractions all offering a brief confidence lift – including a big night out, social media likes and the lure of fast fashion. He’s then interrupted with encouragement from a fellow soldier to demonstrate the alternative offered by the Army.
A further string of films and radio ads will hammer home the same concept. While a series of collage-style posters will challenge the promises of confidence surrounding young people."