The military recruiting playbook in the U.S. is pretty standard. The commercials show off the coolest gear while epic music plays. Maybe a Medal of Honor recipient makes an appearance.
Around the world, nations like Canada and Russia take a similar tack while Ukraine and others go with a quieter ad that focuses on the individual soldiers.
1. The Canadian Special Operations Forces Command
The Canadian Special Operations Forces Command keep it simple when making their commercial in 2013. It’s just a few simple, repeating music notes and a highlight reel of cool stuff they do, from rappelling out of planes to violently ending hostage standoffs.
2. The Swedish Military
Sweden wants you to know that their military may not dominate feature a lot of awesome special effects, but they have some great careers where you get to make a difference. It’s shockingly honest. Wanna bet Swedish soldiers still complain about their recruiters lying to them?
3. The Ukrainian Armed Forces
Ukraine is recruiting soldiers while fighting a much larger and more powerful military. Their commercial reminds Ukrainians that troops come from all backgrounds but come together to defend their people from violence.
4. The Russian Navy
The Russian Navy commercial is pretty high-speed, but features a few unexpected scenes like when the naval gun turns towards the camera at 1:50 with the barrel covered. Of course, the glimpses of sailors working out shirtless around the 2:00 mark were expected.
A Russian Army commercial from the same time is also good.
5. Finland Defence Forces
Sure, you can have a normal job instead, but Finland wants their potential recruits to know that they could have a range target as a resume, an armored vehicle for their drive to work, and have their trade secrets protected by thick steel doors. It’s a quiet but poignant ad.
6. Australian Army
The Australian Army commercial feels more like the opening to a new TV show than a military recruitment ad. It features photogenic troops in parades and hangars while zero people fire a weapon. It also mentions the surprisingly small number of troops they field, less than 45,000.
7. Japanese Army
The Japanese Army walks a fine line. Japan became a relatively un-military country after World War II (by design) but is expanding military programs in response to Chinese expansion and terrorist threats. Their recruiting ads reflect this fine line, using innocuous graphics and pink backgrounds right after showing troops on the march.