On the surface this campaign has many appealing components. It aims to reach new people in an inclusive way, the creative execution is distinctive and it suggests an organisation in transition. However, I doubt it will do much to generate new recruits from the core target group, of which the Army needs more. For me the brief could have focused more on a broader set of values associated with being British, shown images of the society we value and then close with a direct question about is this worth protecting? Also much work of the forces is about protecting the innocent and vulnerable.  It could have had inclusive themes woven in given they are integral to country we live in. Finally the creative....it smacks of of pre-world war 2 and Soviet era propaganda?