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January 19, 2007


These Canadian Forces recruiting videos have got exactly the right idea. Fight Fear. Fight Distress. Fight Chaos. Also, use a lot of jump cuts and FPS-style direction.

Ok, stuck on fighting Chaos. Leaving aside the Get Smart jokes, could there possibly be a more existential foe of all that is Canadian? Very well done.

Posted by Ghost of a flea at January 19, 2007 07:04 AM


I like the "Fight" series of ads because they don't try to upsell anything. There's no upbeat quasi-rock music and no perky young voices trying to get you to sign up as if it were no more challenging than a summer job with the Ministry of Transportation.

The "Fight" ads are, in contrast, very gritty and appropriate, I think. They let you see the ugly bits and make it clear that yes, this is a force whose mission focuses on combat and dangerous situations.

The other ads on the page are of the more traditional wailing guitar and "Join us because it'll look good on your resume later on!" variety.

Posted by: Chris Taylor [TypeKey Profile Page] at January 19, 2007 08:43 AM

Agreed. There is an over-riding seriousness to the campaign that entirely at odds with the alternative-to-technical-college themed ads of the past. I wonder to what extent this is an extension of our new circumstances and to what extent recognizing our new circumstances in this (entirely appropriate) way is only possible because of the change in government. The new leader of the opposition has just come out against nuclear energy and seems to think this is the weighty issue of the day. Jesus wept.

Posted by: Ghost of a flea [TypeKey Profile Page] at January 19, 2007 09:07 AM

I have trouble conceptualising any post-Pearsonian Canadian government (of any political party) producing ads like the "Fight" series. It would have been unthinkable for Grits and Tories alike. Actually it is still somewhat unthinkable and I'm amazed they are finally on the air. I didn't think a Canadian government (even this one) had it in them to be so blunt.

I kind of dig those Volkswagen "Safe Happens" commercials (where two people are driving along merrily, talking, and then suddenly meet with a horrific accident but survive) for the same reason. We've seen enough Chevy "Like a Rock" ad campaigns with the ear-splitting audio and scenes of rugged isolationist or urban hipster derring-do. Those kinds of ads don't tell you jack about what happens to the product when things go pear-shaped.

Posted by: Chris Taylor [TypeKey Profile Page] at January 19, 2007 12:00 PM

While I am hours past believing I am really in this conversation, this being Friday, I can't imagine politicos of any stripe are clever enough to come up with these brilliant "Fight" ads. If the CPC think they were involved they had better stake their claim by way of their own beefed PR but I suspect all we will see is now the mini-pitbull Baird and, as always, the blandman smiling Himself.

Posted by: Alan McLeod [TypeKey Profile Page] at January 19, 2007 11:08 PM