News / Advertising

Royal Navy recruitment ad takes aim at old fashioned views on gender in the military


A new advert in a campaign by Engine and WCRS for the Royal Navy takes aim at old fashioned gender representation in the military, playing on the phrase “a woman’s place”. Louise’s Story, directed by Greg Hackett (through Trailer Park London), is an energy-fuelled biographical film soundtracked by God Colony’s Steady, targeting female recruits and demonstrating the “sheer scale of opportunities available to female as well as male recruits, from flying a helicopter to driving a speed boat, fixing an engine, or running a warship as its captain”. Its release comes ahead of International Women’s Day on 8 March.

The advert is part of the Made in the Royal Navy campaign, which intends to highlight diversity in the organisation. A similar film in the same series, Modou’s story, also goes online today, aiming to tie in with National Apprenticeship Week. According to Orlando Warner, creative director at WCRS, the brief “presented a great opportunity to celebrate the Royal Navy as an equal opportunities employer and an organisation committed to the personal as well as professional development of its recruits. With [director Greg Hackett], we’ve created two emotional films that showcase the thrilling possibilities available to anyone joining the Royal Navy today.”