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The Army takes annual recruitment campaign in new direction You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we look to the army's latest recruitment drive, 'Fail. Learn. Win.' that turns failure into success. January is upon us once again, and with the new year comes a new British Army recruitment drive. While previous iterations of its ‘This Is Belonging’ series, developed by Karmarama, have gone after 'Snowflakes' 'me me millenials' and 'gym monkeys' and '...

You’ll fail, then win, Army ad tells prospective recruits in new campaign Spots adopt more serious tone than 2020’s focus on social-media distractions. by Daniel Farey-Jones Sign in to continue Free email bulletins

Latest British Army ad extols the benefits of failure The campaign is the fifth iteration of the sometimes controversial This Is Belonging series created by Karmarama, and continues to emphasise the emotional and psychological challenges that soldiers face 07/01/2021 9:34 am The British Army’s new ad is unlikely to elicit the kind of ire that the 2018 version of its recruitment campaign provoked, with posters including one that stated ‘Snowflakes, we need you and your compassion’. Yet it sits broadly within the same sphere of messaging, with an emphasis on the ways in which the Army h...

By Steve Farrell2020-11-14T00:01:00+00:00 Lidl has released its 2020 Christmas ad, which pokes at fun at the sentimentality of other retailers’ festive campaigns while putting value front and centre. The first few seconds, which were previewed on social media earlier this week, show a robin landing on a little girl’s windowsill, as the song asks: “Could a friendship be ahead?” But the animated ad then changes tone to parody, with the widow slamming down between the robin and a mince pie. The song answers its own question with: “No! It’s a Christmas ad from Lidl, with great price...