https://www.theguardian.com/uk-news/2019/jan/03/uk-army-recruitment-ads-target-snowflake-millennials
The British army is calling on "snowflakes, selfie addicts, class clowns, phone zombies, and me, me, millennials" to join its ranks in a recruitment drive targeting young people.
The campaign, featuring posters and TV ads titled Your Army Needs You, suggests that what is seen as a weakness or a character flaw by the rest of society can be seen as a strength by the army. The campaign states that the army could use the "compassion" of "snowflakes", the "self-belief" of millennials, the "confidence" of selfie takers, and the "focus" of phone zombies.
The TV ads build on the idea that young ambitious people may feel undervalued and want a job with greater purpose. These would-be recruits are first shown at home or at work, with others calling out their stereotypes, before the scene suddenly changes and shows them in army roles, ranging from soldiers assisting on humanitarian missions in war-torn villages to providing support in a hurricane relief effort.
The ad also shows a gamer up all night, which the army sees as showing stamina and dedication. In another scene, someone is shown slowly stowing supermarket shopping trolleys, to the annoyance of their workmates, but the army could instead read this as them being a slow and steady perfectionist with patience.
https://www.youtube.com/watch?v=YFGHEZMSek4
https://www.youtube.com/watch?v=x939O8hKQV4
The British army is calling on "snowflakes, selfie addicts, class clowns, phone zombies, and me, me, millennials" to join its ranks in a recruitment drive targeting young people.
The campaign, featuring posters and TV ads titled Your Army Needs You, suggests that what is seen as a weakness or a character flaw by the rest of society can be seen as a strength by the army. The campaign states that the army could use the "compassion" of "snowflakes", the "self-belief" of millennials, the "confidence" of selfie takers, and the "focus" of phone zombies.
The TV ads build on the idea that young ambitious people may feel undervalued and want a job with greater purpose. These would-be recruits are first shown at home or at work, with others calling out their stereotypes, before the scene suddenly changes and shows them in army roles, ranging from soldiers assisting on humanitarian missions in war-torn villages to providing support in a hurricane relief effort.
The ad also shows a gamer up all night, which the army sees as showing stamina and dedication. In another scene, someone is shown slowly stowing supermarket shopping trolleys, to the annoyance of their workmates, but the army could instead read this as them being a slow and steady perfectionist with patience.
https://www.youtube.com/watch?v=YFGHEZMSek4
https://www.youtube.com/watch?v=x939O8hKQV4
