British Army targets ‘snowflakes, binge gamers and me, me, me millennials’ in new recruitment drive

04 Jan


A new Army recruitment campaign seeks to target gamers and millennials stuck in ‘boring jobs’. In the new series of adverts the Army hopes to show how current 16 to 25-year-olds may already have many of the attributes needed in the modern military, but either dismiss them as irrelevant or see them as embarrassing.

The new recruitment advertising campaign, titled ‘Your Army Needs You’, launches on January 3 with a series of adverts on TV and the internet as well as billboard posters.

The three adverts tell the stories of individuals whose perceived weaknesses are seen as strengths by the Army.

Potential recruits are shown at home or work, with others calling out their stereotypes, before the scene changes to depict them in the Army performing roles where their potential is recognised.

The Army hopes to show it can see potential beyond the stereotypes of millennials and Generation Z – those born from the 1980s to the mid-2000s.


The campaign also features Kitchener-style illustrations of soldiers with stereotype labels which will be featured on billboards and outdoor advertising around the UK.

In one of the posters a ‘class clown’ is praised for his spirit. Another highlights the compassion shown by so-called ‘snowflakes’. Gaming and selfie addicts are said to have admirable levels of drive and confidence and a woman described as a ‘me me me millennial’ is celebrated for her self-belief.


In one advert a young person is seen avidly playing computer games, to the derision of his family, before his interest in technology is shown to be a skill sought after by the military.

In another, a supermarket trolley stacker is seen being ridiculed by her colleagues for being slow, before she is then shown in a combat situation where patience and attention to detail are critical.


6 responses to “British Army targets ‘snowflakes, binge gamers and me, me, me millennials’ in new recruitment drive

  1. feeriker

    January 5, 2019 at 3:56 pm

    Makes perfect sense. Why wouldn’t the armed forces of a nation in freefall (like every other western nation) be so infected with cultural and institutional rot that they eagerly infect themselves with more of what’s killing them?

    As Aaron Clarey would say, “Enjoy the decline.”

  2. Will S.

    January 6, 2019 at 11:41 pm

    Bwa-ha-ha! 🙂

    Good on him. Serves ’em right!

    Hopefully the others will all quit, too. And many of their fellow soldiers, too.

    • feeriker

      January 7, 2019 at 1:44 am

      It’s really hard for me to imagine any man so lacking in self-respect as to continue wanting to be a part of these “skin suit” institutions. This young guardsman should indeed just walk away; whether he realizes it or not (and he probably does by now), he’s a hollow parody of what was once a great institution.

      • Will S.

        January 7, 2019 at 1:51 am



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