Step Up: Military Combat Boot Perspective
The British Army has created a new advertising campaign called ‘Step Up’. This new advertising campaign is aimed to recruit 10,000 new soldiers into the British Army.
The concept behind this ad is to show potential recruits the life of an army soldier from the point of view of combat boots. The ad includes images of tactical boots being first issued to a new recruit, follows the action of the military boots through intensive bootcamp, and continues to show images of the combat boots in action in the field. Throughout the ad, other images of bonding with locals, recreation time with fellow soldiers, and intense live ammunition fire and explosions. The ad captures the whole spectrum of emotions and experiences of active military, yet the perspective from ground-level creates a sense of closeness and intensity that provides a patriotic feeling to entice potential recruits. This ad is a creative way to portray the life of a soldier. Take a look and see what you think. Click here to see the ad
