Colonel Ben Wilde said he is not concerned about how the adverts will be perceived: "When they are seen in the context of the wider campaign, it’ll be identified that they are designed to be a little provocative, they are designed to catch attention and that they are the start of the campaign.
"Furthermore, they are intended to support the main underlying message of the campaign which is, 'We see potential in you that other elements of society don’t'.
"They attach pejorative labels to you to particular attributes that you have, in which we see potential.
"And this is something that we can develop into the sort of soldier or officer that can function in today’s society and today’s operational environment."
Former Olympic gold medallist Dame Kelly Holmes, now an Honorary Colonel in the Army, said: "I think the poster ad is thought-provoking.
"I think there’ll be some people that will look at it and think, ‘Ooh, they’re going against a sort of generation’ but I think actually if the messaging around it is saying ‘Some people see you as, for example, a snowflake but we in the Army see you as someone very credible’.
"I think that will be a very powerful message as well."