The furious and vocal critics of the first batch of adverts for the new 'This Is Belonging 2018,' advertising campaign for the British Army missed the target in two respects. One, last years 'Belonging' campaign was a success with a >30% uplift in applications and second, the new animated adverts are only part of a broader campaign and should be seen in that context. I can see where the agency luvvies are going with the campaign and I am warming to it. With my own boy sitting in a Med Centre after a ruck in IS training I see no evidence that the Army is getting soft. I know which side I'd rather be on.
“All men dream: but not equally. Those who dream by night in the dusty recesses of their minds wake up in the day to find it was vanity, but the dreamers of the day are dangerous men, for they may act their dreams with open eyes, to make it possible." T.E. Lawrence; Seven Pillars of Wisdom