You’ve probably seen the latest TV recruitment drive from the Army. The new Infantry advert juxtaposes a generic voiceover description of the sort of jobs that thousands of young people across the UK and Ireland are currently vying for, with images of a much more exciting career in the military.
Regardless of whether you think the young people in question would ultimately be far happier in their telesales or office job than Afghanistan, the ad is pretty well done.
From a copywriting point-of-view, whoever wrote the script has hit home with some well-deserved friendly fire on copywriters in the recruitment sector.
Of course, the problem is that often a copywriter isn’t used to write job descriptions. But when you see some of the waffle that does get used in recruitment adverts you can’t help but feel the whole process would be a lot slicker – and more efficient – if copywriters were ‘deployed’.