creativereview

British Army’s new ad tackles longstanding gender stereotypes

In its ongoing This is Belonging recruitment campaign, the British Army is attempting to demonstrate how everyone’s potential and skills are spotted, nurtured and valued. Previous ads in the series have focused on subjects including confidence and failure. In the latest ad, A Soldier is a Soldier, it turns its attention to existing perceptions and gender stereotypes. Developed by longstanding...

creativereview

Purpose wins. Who loses?

Another advertising awards season comes to a close and purpose is master of all it surveys. “Cannes 2021 will put the spotlight on purpose”, said the PR Week headline on the eve of the festival. “Purpose takes the spotlight at Cannes”, said the Campaign headline a week later. A series of reflections from jurors includes this upbeat assessment: “As we...