The British Army has today launched the latest instalment in its ‘Nothing Can Do What a Soldier Can Do’ brand platform, with a new 40-second spot titled ‘The Flood’.
Created by global agency Accenture Song, the film highlights the fact that the ordinary soldier will always play a pivotal role within the armed forces, no matter how technologically advanced the service becomes.
Forming part of the Army’s ongoing recruitment drive, ‘The Flood’ will run across a range of assets nationwide including television, cinema, video-on-demand and social media.
Focusing on how the armed forces plays a crucial role in responding to domestic emergencies and helping save British civilians, the film tells a touching story of how soldiers can help make a difference even within the UK.
“Focusing on the instincts and humanity of British soldiers, supporting communities in crisis a little closer to home, felt like a story that needed telling,” Accenture Song UK chief creative officer, Nik Studzinski said.
“The flood scenario resonates because it affects us all. And it shows a different side to the Army, one that’s less focused on conflict-based concerns overseas.
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He continued “So, while technology has brought rapid advancements, ‘The Flood’ spotlights the irreplicable skills that make soldiers invaluable in times of crisis.”
‘Nothing Can Do What a Soldier Can Do’ links in to the British Army’s overarching ‘This Is Belonging’ brand positioning, first launched in 2017 by Accenture Song in collaboration with consultancy firm Capita.
Capita chief marketing officer, Naomi Walter added: “As a modern, battle-ready land force with cutting-edge technology, the Army believes its people are its greatest asset.
“Built on character, training, and professionalism to create dynamic teams with fighting spirit. But that spirit isn’t just in times of conflict, but in crisis too.
She concluded: “‘The Flood’ spotlights the role that the Army, including its Reservists play in the UK, tapping into the key motivations to drive applications.”
