Most army recruitment ads tend to steer clear of the blindingly obvious of military life – you get a gun to shoot the enemy or you get shot yourself.
More so, agencies aren’t overly keen on promoting recruitment ads that are heavy on the guns or violence, preferring lifestyle or technical aspects of military life.
Not so McCann’s new action-packed spot for the US Army that plays out like a scene from war flick Black Hawk Down or a violent video game.
The ad, titled “Who We Are”, plays on patriotism as a group of American soldiers are shown fighting in a foreign country complete with a hail of bullets and big explosions.
“There are those who see the challenges of the nation and say, ‘Send me’. We fight for country, we fight for honour, we fight to win,” the ad’s voiceover guy says before asking, “Warriors wanted. Do you have what it takes?”
Check out the action-packed spot below