Attention, “Binge Gamers” and “Phone Zombies”
The British Army has revealed a new line of recruitment posters targeted at getting millennials to join the armed forces.
And they are, well, quite something.
The posters call back to the iconic “Lord Kitchener Wants You” campaign from World War I, but with a modern twist.
Well, the sort of ‘modern twist’ that was probably dreamt up by someone in their 50s, scanning old media for pointless buzzwords and tired cliches.
Each poster calls out to various stereotypes of young people today – “Snowflakes”, “Binge Gamers” and “Phone Zombies” “Me Me Me Millennials”, “Class Clowns”, and “Selfie Addicts” – saying that the army needs you. Notably, these are not the sort of terms that the generation being targeted tend to use to describe themselves.
To be fair, these names that your weird uncle would normally throw at you derisively are actually portrayed as positive traits, that could be utilised in the armed forces.
New ad campaign from British Army targeting gaming addicts "me me me millennials", "snowflakes" & "selfie addicts" of Gen Z launches this month. pic.twitter.com/P4SjPMVIqy
— Lucy Fisher (@LOS_Fisher) January 3, 2019
For instance, the “drive” of binge gamers would be an asset, as would the “focus” of the so-called phone zombies.
Reaction on social media has been mixed, to say the least.
Not sure why the British Army thinks insulting young people is a good recruitment tactic. What an awful campaign. pic.twitter.com/5DjI4GHVPq
— Sarah Hayward (@Sarah_Hayward) January 3, 2019
https://twitter.com/fka_j/status/1080760743694397440
"What will motivate sign ups?"
"Directly insulting our target demographic?"
"SIMON YOU'RE A GENIUS!"— Lewis Dunn (@dunnace) January 3, 2019
The adverts are intended to target 18-to-25-year-olds, and the campaign will also include TV and radio spots.
Our 2019 Recruitment Campaign is here!
The Army spots potential. Even if others don’t. #YourArmyNeedsYouhttps://t.co/mG1p8IxSjH
— Army Jobs (@armyjobs) January 3, 2019
Defence secretary Gavin Williamson called the campaign “a powerful call to action that appeals to those seeking to make a difference as part of an innovative and inclusive team”.
“It shows that time spent in the army equips people with skills for life and provides comradeship, adventure and opportunity like no other job does. Now all jobs in the army are open to men and women. The best just got better.”
