Everyone thinks they know all about Army life- after all, they watch TV and movies. But as the job of the Army changes, so do the career opportunities it offers. Our job was to get potential recruits jaded by years of war- and their parents- to pay attention.

We created a spot around familiar Army scenario- a Soldier on a mission overseas. Then we let viewers’ preconceptions mislead them into expecting the typical clichés- which made the impact of the revelation that life in the Army isn’t what you might expect that much more dramatic.