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17 January 2020

Poise on patrol.

by Andrew MacGregor

Army Recruitment: “Confidence That Lasts” - 60s

Twelve months after mobilising snowflakes, binge gamers, phone zombies, etc., the Army switch focus to millennials suffering from low self-esteem. The solution, of course, is a stint in the armed forces, which has naturally drawn mixed responses.

Parents whose sons and daughters have died in conflict, for example, have accused the Army of deceiving impressionable young people. Others have quit their roles due to low wages and, perhaps surprisingly, sheer boredom.

The protagonist of this compelling 60 film, however, sees the Army as an escape from confidence hacks like social media, personal trainers, or a night on the tiles. Astute casting and clever sound design turn these quick fixes into hostiles.

This may chime with those keen to ditch increasingly hollow pursuits in favour of something more structured. Needless to say, top brass hope this turns the tide of an increasingly daunting recruitment battle.

Creative Agency: Karmarama Ⓟ Ⓦ
Creative Director: James Rooke
Creative: Meigan Brown ♀ Ⓟ Ⓦ / Tobias Owen
Agency Exec Producer: Rebecca Hunter
Agency Producer: Ben Honour
VFX: Ludo Fealy (Supervisor) / George Reid (Producer) / Claire Larkin / Nicole Palucsis / Robert Lilley / Jessica Hayes / Jamie Stitson / Riccardo Di Leo @ nineteentwenty Ⓦ
Colourist: Toby Tomkins @ Cheat Ⓦ
3D VFX: Urte Olsauskaite @ nineteentwenty Ⓦ
Sound Designer: Sam Ashwell Ⓦ / Mike Bovill Ⓦ @ 750MPH Ⓟ Ⓦ

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