Swedish Armed Forces Calls Out Your Apathy

DDB Stockholm's latest for Swedish Armed Forces challenges viewers plagued by information overload

Published On
Aug 12, 2013

Editor's Pick

DDB Stockholm's most famous campaigns for the Swedish Armed Forces have typically challenged potential recruits on their ability to make smart and tough decisions in the face of great distraction, but this latest TVC campaign catches them unawares. In attempt to impose a reality check on the media-distracted viewers, the agency attempts to catch them off-guard, and asks them to do a head-check on their priorities and apathy when they're faced with devastating broadcast news. The ads kick off the first phase of an integrated campaign.