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The Army has released an ad as part of its "step up" campaign, with the aim of recruiting 10,000 soldiers and officers over the course of 2013. The 60-second spot, created by JWT, was shot from the perspective of a new recruit’s boots, showing the soldier going through training, parades and combat. The TV work supports a recruitment process encouraging people to enlist online or through clinics set up in association with Jobcentre Plus. It was written by Bill Hartley, art directed by Giles Hepworth and directed by Simon Ratigan through HLA. Media was handled by MediaCom.