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Excellent adverts, spot on with the target audience. I know its easy to bang on Millennials, say their lazy or no nothings but lets not forget, many of your retirement accounts rest in the hands of these guys. Their driving Facebook, Google, Apple, ect. Apple CEO Tim Cook is not coming up with new innovation, its the talent they hire that does, the CEO just need to give direction and know how to take advantage of a good idea.
1st world militaries need people that understand technology, are comfortable with program / hardware language, and have the hand / eye coordination to test and pilot these new machines. Ever watch a millennial or teen play Fortnite or League of Legions, I can't even follow what is happening on the screen but they understand it (go to YouTube and see for yourself). They understand logistics, communications, grasp difficult hardware and software concepts quickly because they are the first generation that grew up in a connected world with computers at their fingertips.
The US just like the English military has huge egg-head divisions with computer geeks, non-sports watching, non-beer drinking types that rather post on Reddit than go camping. We need more than meat shields and special ops wanna bee's with go bags in their car and inset the word "tactical" before naming any piece of gear they own.
Actually I think the ads are kind of inspired. I'd suspect that the people called out are precisely the folks who are going to be put off by them, the "for your..." is irrelevant to them, and chances are those people wouldn't do well under military discipline.
So as a campaign, it's probably discouraging those so, and self, identified, but promotes those desirable traits (the for your...). Often in advertising the desired effect is not the obvious, the sideswipe is often far more effective than the head on approach.
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