The Territorial Army this week launches its first television
campaign in four years in an attempt to reposition it as an integral
part of the regular Army.
The campaign, created by Saatchi & Saatchi, also runs on regular and
’lenticular’ posters, in which technology similar to holograms is used
to flip between two images.
The campaign introduces the line, ’In the TA you need to be ready at any
moment’, and features various situations in which civilians are suddenly
transformed into soldiers - demonstrating that members of the
Territorial Army may be called on to serve alongside the regular Army at
any time.
A 40-second commercial centres on a group of friends travelling in a
transit van. As they discuss the football scores, the friends start to
morph out of casual civilian clothing into combat gear.
At the same time, the interior of the van turns into an army helicopter
and the friends leap from the helicopter into action.
At first glance, the lenticular posters show a builder carrying a
sledgehammer with the strapline, ’In the TA you need to be ready
at ...’.
But when the viewer passes the poster, the builder transforms into a
Territorial Army soldier carrying a rifle and the final part of the
strapline, ’... any moment’, is added.
’Transit’ was written by Adam Kean, art directed by Alex Taylor and
directed by Taylor and Paul Weiland through Paul Weiland Films.
The lenticular posters were also written by Kean and art directed by
Taylor, while the regular posters were written by Gavin Kellett and art
directed by Nik Studzinski, with photography by Dinu Li. Media was
bought by MediaVest.
Lt Col Spencer Gammond, head of TA recruitment marketing, said:
’Individuals may be called upon to prepare for operation alongside the
regular Army at any time. I’m confident this work will go a long way
towards helping us meet our recruitment objectives.’
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