"Melanie"

29 June 2022

60s

Career choices

Royal Navy’s latest ad to attract new recruits proficiently demonstrates what they have to offer and compares it to the average 9-5 office job. The office manager's clichéd and predictable quotes, "Every day is different" and "our new piece of kit" take on a whole new and literal meaning in the Royal Navy context as the action-packed visuals jammed into this 60” ad illustrate.

The office manager’s dreary sales pitch is repeatedly interrupted with high energy visuals. The music and sharp editing all adding to the dynamic, contrasting the mundane to what the Navy has to offer.

Director Max Fisher's handling of Engine's script challenges the stereotypes of what a career path for a young woman looks like… an office-based job would be a typical direction, but this protagonist is less than enthused with that prospect and decides to go her own way. And who can blame her? The ad is exciting to watch and if those who've never considered a career in the Navy before, might do after watching this.

UK

Recruitment