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The Ministry of Defence released this advert for the British Army that shows potential recruits the confidence that being a soldier can bring.

People use lots of things to increase their confidence. Getting in shape, buying the latest clothes and going out are all things that people use to make themselves feel better. But in this ad, we see a young soldier on patrol being bombarded with all those ideas. Instead of feeling better, he just feels overwhelmed and confused. To him, it all feels too artificial.

But at the end of the commercial, he comes to the realisation that the self-confidence that comes with being a soldier is worth more than the quick confidence boost from things he did in his life as a civilian. It’s the latest promo from the army that looks to encourage a wider range of people to join the forces. The UK military has been seeing a decline in active service personnel over the last decade, so their advertising has shifted towards targeting millennial and younger people who might not have typically been interested in joining the army.

Ministry Of Defence|British Army|Ads and Promos

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