Analysis of the "Be the Best" Army Advertising Campaign

... Introduction In early October 1997, a report was shown that the level of racism in the British army was extremely high. This put people off signing up and because of this figures began to drop. A new advertising campaign was set up by the army to encourage more people to join up of both white and ethnic minorities. Saatchi & Saatchi are an advertising company whom are well known for their flair and talent at inventing new ways of advertising, often containing a pun (a play on words). They were asked to take this project on board. The challenging title "Be the Best" was put together to hopefully promote new recruits. From then on many posters were designed each with an individual cleverly devised theme but always using the slogan. This was to attract different individuals than unlike appealing to the stereotype bulk of army recruits as before. Section 1. Poster 1. Slogan -" Wanted 17

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