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  • TA wolfhound
  • TA Routine Vehicle Check
  • TA - Night-Time Sangar Handover
  • TA the briefing


Client: Ministry of Defence
Brand: Territorial Army

During the weekends of 16th & 17th and 23rd & 24th February 2013 ground-breaking TV ads aired live from military operations on ITV as part of a brand new campaign to encourage more people to join the Territorial Army (TA).
In a first of its kind for the military, the innovative, attention-grabbing ads were broadcast live from operations in Afghanistan kick starting the brand new TA LIVE campaign.
The ads captured TA soldiers going about their everyday duties as Reservists in Afghanistan alongside their Regular counterparts. Each ad ran for approximately one minute and the viewer was transported directly to the front line. They witnessed first-hand how people with very similar lives to theirs are volunteering to serve their country as a fulfilling second career.
The ground-breaking advertising campaign was created by JWT London with production partner ITN Productions. JWT London also created further multi-channel above-the-line and below-the-line communications including a custom YouTube channel, electronic direct mails, print toolkits, employer communications and over 150 experiential regional events.
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