Army Adverts Criticised For Being Too Politically Correct

The latest advert in the refreshed British Army recruitment campaign, 'This is belonging 2018', has attracted criticism after a Muslim soldier is shown taking his helmet off and kneeling down to pray on the battlefield.

The advert called "Keeping My Faith" shows a Muslim soldier praying while his comrades wait respectfully nearby and gunfire can be heard in the background.

However, like the recruitment adverts released last week, "Keeping My Faith" has received criticism for being too politically correct and 'soft'.

The revamped campaign cost a total of £1.6 million and features a series of radio, television and animated adverts, all voiced by serving soldiers, with questions being asked such as "What if I get emotional?" and "Can I be gay in the army?".

Colonel Simon Stockley OBE, Assistant Director Recruiting, said:

"The latest adverts show the support the British Army gives to all soldiers to encourage them to achieve both personal and professional goals through a shared sense of belonging.

He added: "Serving soldiers’ stories have inspired the series of adverts from conquering a pull-up, or taking on a leadership role, and we look forward to speaking to those looking to find out more about what a role in the Regular Army or Army Reserve could offer them."

The new campaign is seen as an attempt to encourage people of all backgrounds, regardless of ethnicity, gender or sexual preference to join up.

However, the adverts have been criticised by some commentators including Colonel Richard Kemp who said the new campaign showed an Army "being forced down a route of political correctness".

While retired Major General Tim Cross has been reported in the Metro saying recruits needed to know that:

"We are not going to be soft and we are not going to be nice to people."

Karmarama, the production company behind the new adverts, believe the films highlight the "positive attitudes towards The Army":

"Initial results are showing a dramatic, double-digit increase in completed applications year on year, whilst at the same time continuing to make major media savings. In short, the campaign is making The Army somewhere people want to belong."

Last year Karmarama received high praise for their 'This is Belonging' campaign, taking home the Grand Prix prize as the prestigious Direct Marketing Association (DMA) Awards.

Cover photo: British Army