This television advertisement campaign was recently launched by Australian Defense Forces to draw attention of new generation of youth towards joining defense forces. The campaign aims at showing every aspect of military life to attract potential recruits. The campaign not only focuses on the Army’s core values of courage, initiative and teamwork at the same time incorporating fun and social aspects of an army lifestyle.
The advertisement is unquestionably shot excellently and the presentation of the ad makes it more effective to appeal to the latest generation of youth. The Chief of Army, Lieutenant General Peter Leahy, speaking during the launch of the campaign said, ‘This campaign aims to articulate the core values of the Army in Courage, Initiative and Teamwork in a contemporary way that is relevant to our potential recruits – Generation Y’.
The voiceover the advertisement says, ‘Throughout history we’ve risen to the challenges that have confronted us under a rising sun. If you want to make a difference, challenge yourself and rise.’ Beyond everything the advertisement is extremely simple and straight to draw immediate attention of people.
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