Adwatch: COI - Army recruitment - 'Video diary'

I started this journey with a TV ad for the Army, which, given the lineage of this brand, is not quite as good as we have come to expect.

The ad itself is a handheld movie-camera testimonial filmed by a young man who walks a fine line between real geezer and gurgling dork. The Army invites people to be the best, but I'm not sure it has a prime candidate in this character.

However, the ad finishes abruptly, mid-drama, and the end frame invites the viewer to follow and complete the drama online. Largely because I was reviewing the ad, I went and had a look, and found a well laid-out website, centred around four short stories from different characters - one of whom is the character from the ad, who turns out to be less gurgling dork and more real geezer in the full film.

The stories reveal different aspects and benefits of joining the Army. They are well put together, matter of fact and occasionally entertaining.

I had a further nose around the website, which was on-brand for what I presume is the Army brand - no-nonsense, easy to navigate, hands-on.

My favourite piece was a self-assessment exercise, which you complete by selecting from multiple words and images. I was unusually honest in my feedback - and then pleasantly surprised to read about a person who, among other things, seeks out adrenalin, is highly popular and used to winning. I couldn't help but wonder whether the site was flattering me into applying.

At a time when we are all trying to construct campaigns across media, this work seems to have found the right balance. The role of the more conventional media is to tease and direct the viewer online (although I did feel that some elements of the above-the-line campaign are not as compelling as they could or should be, which is definitely a danger when we get distracted by the promise of digital). The digital space itself lets the viewer spend time with the 'brand' on their own terms, learning more and getting a flavour for life in the Army. This seamlessly tips through the self-assessment exercise into actual application. All (nearly) very good.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug