Army recruitment campaign follow soldiers up Everest

The Army is launching a recruitment advertising campaign following the real life exploits of a team of soldiers undertaking the gruelling task of ascending Everest via its challenging West Ridge.

The ads, through the army’s agency Publicis, will use footage and sound recordings made by the soldiers during their ascent. The television ads, which break on Easter Sunday and run until the mission’s completion in mid-May, will be filmed as video diaries to create a mini-documentary of the mission.

At least four radio ads will be created from two-way radio conversations between the climbers and base camp.

The campaign comes as the army struggles to increase recruitment. The Ministry of Defence admits this is partly because of concerns over the Iraq war and bullying at the Deepcut base in Surrey.

The press and outdoor work will feature copy lines such as “You’ve reached the summit at Everest. Congratulations. You are half way there,” and “At 29,000 feet climbing is almost impossible. Harder still when you have had to climb 100,000 feet to get there.”

Grant Duncan, Publicis chief executive, says: “This campaign allows the whole country to share in the experience of the team. With soldiers as our high definition cameramen, an editor half way up the mountain and live footage beamed to us via satellite three times a week, we’re also attempting something unique.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here