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| Scandinavian steel. | |
| by Andrew MacGregor | |
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In 2016, Sweden remilitarised a Cold War base on the island of Gotland as a bulwark against Russia. Coupled with an application to join Nato, Sverige might as well sing, "Who do you think you are kidding, Mr Putin, if you think we're on the run?" at the Eurovision Song Contest. This armed forces recruitment film is another show of strength, with the Army, Navy, Air Force, Home Guard, and Amphibious Corp all in action. Reminiscent of 'Sicario' and many a Royal Marines commercial, the ad is dark, brooding, and well-calibrated—no sudden movements or itchy trigger fingers here. As the film shifts from military operations to domesticity, the armed forces outline their philosophy: "What we do today, we do for tomorrow." We like to think it's a nod to Russell Crowe in 'Gladiator' when he says, "What we do life, echoes in eternity".
Product Category: Recruitment
Territory: Sweden
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Swedish Armed Forces - 'Tomorrow'
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Scandinavian steel. |
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In 2016, Sweden remilitarised a Cold War base on the island of Gotland as a bulwark against Russia. Coupled with an application to join Nato, Sverige might as well sing, "Who do you think you are kidding, Mr Putin, if you think we're on the run?" at the Eurovision Song Contest. This armed forces recruitment film is another show of strength, with the Army, Navy, Air Force, Home Guard, and Amphibious Corp all in action. Reminiscent of 'Sicario' and many a Royal Marines commercial, the ad is dark, brooding, and well-calibrated—no sudden movements or itchy trigger fingers here. As the film shifts from military operations to domesticity, the armed forces outline their philosophy: "What we do today, we do for tomorrow." We like to think it's a nod to Russell Crowe in 'Gladiator' when he says, "What we do life, echoes in eternity".
Product Category: Recruitment
Territory: Sweden
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Scandinavian steel. |
by Andrew MacGregor |
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In 2016, Sweden remilitarised a Cold War base on the island of Gotland as a bulwark against Russia. Coupled with an application to join Nato, Sverige might as well sing, "Who do you think you are kidding, Mr Putin, if you think we're on the run?" at the Eurovision Song Contest. This armed forces recruitment film is another show of strength, with the Army, Navy, Air Force, Home Guard, and Amphibious Corp all in action. Reminiscent of 'Sicario' and many a Royal Marines commercial, the ad is dark, brooding, and well-calibrated—no sudden movements or itchy trigger fingers here. As the film shifts from military operations to domesticity, the armed forces outline their philosophy: "What we do today, we do for tomorrow." We like to think it's a nod to Russell Crowe in 'Gladiator' when he says, "What we do life, echoes in eternity".
Product Category: Recruitment
Territory: Sweden
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