copyright © josh milton 2017
Preface: Does the British Army have only school dropping shop clerks in mind?
"I left school and went to work at a checkout..." says our average-joe protagonist, soon following his own interpretation of the sound of a barcode scanner; "beep beep beep".
The unnamed male is seemingly trapped in a monotoned job, for unexplained reasons, finished school yet did not choose to pursue further education. With only what we could hope is a selection of GCSEs at his disposal, he can now only attain a job as a checkout boy. Nevertheless, this boy strives for a more fulfilling day to day lifestyle, the ultimatum of this is for him to join the British Army. The leading dreamer's tale is the framework of the MoDs latest advert campaign.
The 31 seconds brings light to many issues with the armies targeting. Like a company, it has it's target demographic, thusly styling it's adverts to appeal to its desirables. Or as this commercial makes this out to be, young adolescents with unfulfilling jobs, belittled career prospects whom have deadpanned control of their lives.
The heinous character that the army fabricated (that additionally has an over-masculine meets stereotypical 'meathead' face) explains how enroling in the army aided him maturing into an adult. As the likes of College or University offer no such cultivation.
Fortunately, "...the main skill I gained was leadership..." he goes onto say. Definition of natural-leader or records of sports in schools cannot be found in the eyes of the army. This apparent skill discovered is the main selling point, quickly making a split second decision that the audience is given no information regarding it's content. For all we know, this guy could be choosing what flavour soup to serve in the army cafeteria. "Right, this is what were going to do".
There is the popular misnomer that the Army heavily recruits when there are no jobs available, yet whether or not it's lite coincidence that they are broadcasting these adverts in the midst of economic turmoil, stagnated unemployment and just as thousands of students receive their GCSE results, is just pure coincidence.
To quote a YouTube user's reaction to this eyesore, "I wouldn't join even if they paid well". You heard it hear first MoD, boost the salaries, and they will come.