By Andrew Potter
Canadian troops are back at the front. Time to re-brand our military.
The Old
For the past few decades, the promotional wing of the Canadian Forces has been devoted almost exclusively to recruitment, through upbeat ad campaigns with slogans such as “There’s no life like it” and “Strong. Proud.” The target of these campaigns was always the potential recruit, with the message focused on the themes of job training, cool equipment, adventure and camaraderie. Effective as they may have been, these campaigns neglected the broader public relations aspect of advertising.
The New
Last year, the CF launched an entirely new campaign, based around two ads shown on television, in movie theatres and online. It marked a strategic aboutface, with the public relations function pushed to the forefront. Instead of targeting the recruit, the ads are an attempt to build the Canadian Forces brand in the minds of all Canadians. The recruiting angle now functions indirectly: Do you like what you see? Then maybe you’ll want to join up.
The Message
We live in serious and unsettled times. The Canadian Forces is a serious organization, a force for order and security in a world wracked by terror and dislocation. This message is aimed at all Canadians, in an attempt to establish the competency and professionalism of the Canadian Forces in the public mind. Ultimately, the goal of these spots is to establish the CF as a vital public service, worthy of our support, esteem and tax dollars. By all appearances, they are a success.
The Slogans
The anxious mood is counterbalanced by the slogan “Fight Distress. Fight Fear. Fight Chaos. Fight with the Canadian Forces.” This is supported by the accompanying images, which show CF personnel providing comfort, rescue and protection to civilians in danger, at home and abroad. The new slogan reinforces the changed brand strategy, which is no longer about the good the Canadian Forces can do for you, but rather, the good that can be done through the Canadian Forces.
The Ads
The most striking features of the ads are the visuals. They combine the bleached colour and shaky-cam feel of Saving Private Ryan with the immersive feel of a first person shooter video game. Canadian Forces are shown engaged in both “Dom Ops” – domestic operations such as search and rescue – as well as expeditionary activities in Afghanistan. The ominous and slightly anxious mood is heightened by the soundtrack, which consists of ambient sounds, atonal instrumental whines and percussion reminiscent of sporadic rifle fire.
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