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Marketing the Army... the 2010 way.
I saw something interested this past week. It was a commercial for the Canadian Armed Forces.

This one had a woman talking about her application, and how it said things like "Must handle stressful situations" and "Difficult conditions", etc, etc, and ended with some inspiring message about how it left out the amazing team work. Anyway, that's not what caught my attention. While you're listening to the voice over you're watching a woman with her team loading and firing off mortar shells.


It caught my attention because I can't recall seeing an army recruiting commercial showing people firing weapons of any kind. I've seen ones with planes flying around, guys fixing helicopters, sonar operators, radar technicians, guys running through obstacle courses, and just about everything except an actual act of violence... even if it was a training exercise. Then this commercial comes along with their explosions and stuff. So, yeah... like I said: interesting.