| Title | Engineering |
| Agency | Publicis London |
| Campaign | Not Your Basic Training - COI UK Army |
| Advertiser | Central Office of Information |
| Brand | Army Recruitment |
| Posted | September 2002 |
| Business Sector | State Employment, Forces & Police Recruitment |
| Tagline | Not your basic training. |
| Story | We see and hear about the wide range of skills Lance Corporal Aidie Hawe has attained in the Army. We also see that he still has time to spend with his hairdresser girlfriend. |
| Philosophy | The campaign heralds a dramatic departure from previous Army advertising, which has concentrated on the demanding aspects of Army life. Instead, the aim of the new commercials ? and indeed the whole thrust of the new marketing strategy ? is to show that the Army understands that potential recruits are demanding as well, particularly when it comes to skills and training. This paper tells the story of how in one of the most daunting recruiting environments imaginable - the Army set about addressing that problem, and of the crucial role that advertising played (and continues to play¬) in helping to solve it. |
| Problem | The four 30 commercials in this campaign feature serving soldiers who co-wrote the script based on their own words, stories and lives to explain directly to potential recruits what makes their job appealing. Throughout the mid-late 1990s, the Army did not have as many trained men and women as it needed to do its job properly. |
| Media Type | Television |
| Length | |
| Market | United Kingdom |
| Production Company | Spectrecom Films |
| Copywriter | Ben Carey |
| Art Director | Henrik Delahag |
| Director | Antony Easton |
| Copywriter | Aidie Hawe |