J. Walter Thompson London

Army Reserve


#BETHEBEST

To allow our audience to get to know more about the real Officers and Soldiers behind the TV ad, we created a series of 8 additional content films, one for each scene in the ad.

In the films, shot on set with the TV ad, our audience found out about life in the Army Reserve, equipment featured in the advert, travel, adventure and much more.

They were hosted on YouTube in a bespoke interactive player. People watching the TV ad had the option to click on the video to ‘find out more’ and watch our behind the scenes films.

As well as this, our audience were geo-targeted with a deeper content film about their local regiment that was served dependent which recruitment area they lived in.

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