Recruitment copywriters hit by friendly fire from Army advert

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’.


3 comments on “Recruitment copywriters hit by friendly fire from Army advert

  1. I’m going a wee bit off topic here – but I wholeheartedly object to my tax money being spent on expensive ads that glorify violence, and gloss over the fact that an army job can end in death or severe disability.
    Also – you hear all the time how the Military is having to make cuts – yet they always seem to be spending megabucks on recruitment!

  2. I thought my ‘Regardless of whether you think the young people in question would ultimately be far happier in their telesales or office job than Afghanistan’ was tiptoeing into emotive territory far enough, Jordan, so I don’t think I’ll get more political than that on here!

  3. It is always the job of an advert to gloss over the negative points of something, and a copywriter’s job to boost the positive aspects.

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