The British Army's new ad campaign is targeting millennials, their supposedly different set of concerns and their obsession with smartphones. The “Your Army Needs You” effort includes
print ads based on historic “Your Country Needs You” World War I posters. Copy on two of them reads: "Phone Zombies, Your Army Needs You And Your Focus” and “Selife Addicts,
The Army Needs You And Your Confidence.” TV spots emphasize ways serving in the military can give young people a sense of purpose.
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