Accenture Song release the new recruitment ad  ‘The Flood’ for The British Army

Accenture Song has released the second installment of “Nothing Can Do What a Soldier Can Do” showing that no matter how technologically advanced the Army becomes, soldiers will always be their most valuable asset.  The new advert entitled ‘The Flood’ will break with a 40-second film on 2 January 2023 across television, cinema, Video on Demand and Social.

‘The Flood’ is a powerful portrayal of the instincts and empathy of British soldiers. Following an Army team armed with technology to assist in a UK flood, it is a solider and their human intuition that makes all the difference. ‘The Flood’ spotlights the Army’s role in homeland resilience and the increasing importance of the Army Reserves (the part-time, paid volunteer reserve force).

Directed by MJZ’s Nicolai Fuglsig, the film hones in on soldiers performing an emergency rescue during the chaos of a flash flood. Dynamically shot and brought to life with the help of real-life soldiers, it tackles the misconception that when soldiers are in uniform, they lose their personal identity. Instead, it tells a personal story of the value and difference soldiers make, by bringing their individual experience and unique characteristics to the job, underlining the message that the Army is recruiting now and always.

Naomi Walter, CMO, Capita, said: “As a modern, battle-ready land force with cutting-edge technology, the Army believes its people are its greatest asset. Built on character, training, and professionalism to create dynamic teams with fighting spirit.  But that spirit isn’t just in times of conflict, but in crisis too. ‘The Flood’ spotlights the role that the Army, including its Reservists play in the UK, tapping into the key motivations to drive applications.”

Nik Studzinski, Chief Creative Officer at Accenture Song in the UK said: “Focusing on the instincts and humanity of British soldiers, supporting communities in crisis a little closer to home, felt like a story that needed telling. The flood scenario resonates because it affects us all. And it shows a different side to the Army, one that’s less focused on conflict-based concerns overseas. So, while technology has brought rapid advancements, ‘The Flood’ spotlights the irreplicable skills that make soldiers invaluable in times of crisis.”

The new work is part of the long-running brand positioning: ‘This Is Belonging’, developed in 2017, by Accenture Song together with Capita and the British Army. It continues to champion the more human, unexpected side of the Army.

Source: Accenture Song

  Accenture Song, Advertising, British Army, Capita, Marketing, UK