The Royal Air Force regular and reserve is a profession that isn't showcased all that often. Until now. This campaign is made for social media and aims to attract millennial men and women by showing them what a cool job it really is. In it, we get to see people like Amanda, who really is in the RAF doing cool stuff on a boat, snorkeling, and hanging out with crew and fishes alike in exotic locales.i have to say, if this is the only ad I saw, I would think it was one big holiday instead of like, a wing of the armed forces. It reminds me of the strategy the U.S. Army's ads had in the 80's. It wasn't "protect and save the world and your country," but "earn money for college." I'm curious to see how effective this particular spot will be.

Client: Royal Air Force Agency: WCRS (Engine) Executive Creative Director: Ross Neil Creative Director: Ben Long Creatives: Jason Keet, James Hodson Agency Producer: Alex Honnor Account Handling: Vince Lawson, Laura Hale, Lawrence Beatt Planning: Olivia Stubbings Media Agency: MEC (Planning), Carat (Buying) Production Company: Park Village Director: Jack Driscoll Producer: Joe Walker Editor: Sam Jones & Chris Roebuck @ Cut & Run Post-Production: Grade: Paul Harrison @ Finish & Houmam @ ETC Audio: Father sound design

about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.

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