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November 5, 2006 Link to this post
Appealing to Halo Hotshots
Interesting article in the Toronto Star; it suggests that the new ad campaign for the Canadian Forces is using 'a kind of video-game imagery' to attract new recruits. The idea is that the target audience is males aged 17 to 25... a big video game playing crowd, so if you 'speak their language', they'll respond to your ad. Halo is mentioned several times (though it is not part of the ad campaign - in fact, no video game is actually shown in these ads.) I found a pair of the ads on YouTube; you can definitely see the 'video game imagery'. I'd be interested to know how well this works - are commercials that show war in terms that might be more familiar to young people more effective as recruiting tools than commercials that are 'squeaky clean and all about getting a job' (an assessment of the last CF campaign)? (Louis Wu 16:40:53 UTC)
