The British Army is launching its annual January recruitment drive – the second instalment of “Nothing can do what a soldier can do” – with the aim of showing that soldiers remain the force’s most valuable asset, despite the march of new technology.
“The flood” is part of the long-running brand positioning “This is belonging”, developed by Accenture Song with Capita and the British Army in 2017.
It follows an Army team equipped with the latest tech to assist in a UK flood, and spotlights the Army Reserves’ role in homeland resilience. However, despite being equipped with high tech, it is a soldier and their human intuition that makes all the difference when they save a baby from a car stuck in the flash flood.
The story of the difference soldiers make by bringing their individual experience and unique characteristics to the job is underlined by the message that the Army is always recruiting.
The campaign breaks this week with a 40-second film across television, cinema, video on demand and social.
Capita chief marketing officer Naomi Walter said: “As a modern, battle-ready land force with cutting-edge technology, the Army believes its people are its greatest asset. Built on character, training, and professionalism to create dynamic teams with fighting spirit.
“But that spirit isn’t just in times of conflict, but in crisis too. ‘The flood’ spotlights the role that the Army, including its Reservists play in the UK, tapping into the key motivations to drive applications.”
Accenture Song UK chief creative officer Nik Studzinski added: “Focusing on the instincts and humanity of British soldiers, supporting communities in crisis a little closer to home, felt like a story that needed telling.
“The flood scenario resonates because it affects us all. And it shows a different side to the Army, one that’s less focused on conflict-based concerns overseas. So, while technology has brought rapid advancements, ‘The flood’ spotlights the irreplicable skills that make soldiers invaluable in times of crisis.”