An Argument in Favor of the British Army’s Controversial Ad Campaign

The British Army’s new recruitment campaign is causing eyes to roll for its use of what some are calling “derogatory slang” to attract millennials. But a writer for Digital Arts argues that’s actually a solid campaign if you’ve seen the commercial first.

Instead, many are only seeing the posters, which target “snowflakes” and “binge gamers.”

“The TV advert is realism-based and hits the key notes with its orchestral score, while the posters come across as snarky and desperate for attention,” the writer says.

The writer also praises the use of color, contrast and font, calling the illustrations of the soldiers “quite classy.”

Either way, execution is everything, and it appears this campaign hit the wrong notes.

Check out the story for more examples from the controversial campaign. What do you think?

Credit: MoD/Crown Copyright/PA