TV ad: British Army: Sing

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Building on the success of last year’s personal growth-focused Become a Better You campaign, this year's recruitment drive focuses on authentic human experiences, and highlights the unique bonds developed in Army life that help you face tough challenges and grow. The majority (81%) of UK adults believe it’s important to actively contribute towards a worthwhile cause. This latest insight-led campaign for the Army calls on young people who want to be part of something bigger to act on these ambitions, and consider a career in the forces. Agency : Karmarama