This is re. the tagline new army officer recruiting ad. What do the officers here make of it? Funny thing is, it reminds me a bit of the ORs ads from a few years back (and of course, my own bugbear, not a stitch of desert DPM in sight, the officers are in the Balkans or supplying logs for the brave boys fighting some fictitous Shock Army). Also, the themes seem to me to be even more ridiculous than the normal army recruiting ad (yes, blonde attractive twenty-something woman playing football in the park with your friends, making decisions is just like looking for your lost ball, or yes, handsome dark-haired twenty-something bloke, stopping a Serb militia is just like being a London club doorman)? I've always thought that the "Be the Best" campaign onwards was shite. This for me confirms it. So is it (A) dumbing down? (B) Getting with the kids? (C) Something else entirely. I know they're not aimed at me, but that doesn't mean I can't see them for the pap they are. Someone is getting paid a lot of money for these ads, after all. V!