Joining the military is serious business at any time, let alone when one's country is at war. Persuasive advertising to encourage recruits has long been utilized to help boost military numbers (Uncle Sam's "I Want YOU!", anyone?). This latest batch from Publicis UK and director James Bryce for the British army goes with a consumer-generated (or soldier-generated) look to demonstrate the various distinguishing characteristics of a British soldier -- from being battle ready in a warzone, to applying one's training to real world problems or emergencies. Each spot is expanded upon at this site, which features more info on joining the British armed forces.