As an American, this really does crack me up. And it's actually true, if you look at all the U.S. military ads! Honest Swedish Army Commercial - YouTube We do seem to like our Hollywood background score, voice overs, and cheesy statements. This one clearly shows the difference between the two approaches: American Vs Swedish Recruitment Ads - YouTube To be fair to the U.S. military, if they show just how crap it really is out there, they probably fear that no one will actually join. We Americans do like our reality a bit sugar coated. It's in our culture I suppose. Still, might be nice to cut down a bit on the corny stuff. Either way, still proud of all the boys (and gals) fighting out there in the shit. p.s: I am not sure if the video link had been posted here before, so apologize if it's a deja-vu. I tried the search, but nothing relevant showed up.