MoD airs live recruitment ads from Afghanistan

First published in February 2013

TA Live

The Ministry Of Defence has run a series of live TV ads as part of a recruitment campaign for the Territorial Army. Not only were the ad spots aired lived, they featured real TA reservists on the ground in Afghanistan, making them, according to the MoD, the first commercials to ever be filmed live in a war zone.

The point of the ads is to show real TA recruits going about their duties in real time, explaining the role they play alongside full time soldiers, with the strapline “the TA are serving with the Regular Army right now”. Seventeen one-minute ads will air in total as part of the campaign, all on ITV, with ITN Productions working with ad agency JWT London to produce the spots.

Each ad will also be posted to the TA’s YouTube channel, with social media activity accompanying the campaign.