They hired Soldiers to be Call of Duty Characters

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Hello, Creative Souls!

In today’s attention economy, brands aren’t just competing against other ads—they’re up against cat videos, viral dances, and endless scrolls of distraction. So how do you cut through the noise? Simple: stop talking at your audience and start engaging them. The British Army’s “Start Thinking Soldier” campaign is a perfect example of how turning passive viewers into active participants can create an unforgettable brand experience.

Campaign: Start Thinking Soldier

Client: The British Army

The Big Idea:
Instead of relying on traditional recruitment ads filled with action-packed montages and motivational speeches, the British Army flipped the script. They didn’t just tell people what it’s like to be a soldier—they let them experience it. Through an interactive, decision-based ad, audiences are thrown into high-stakes military scenarios, where they’re asked to make tactical choices, such as how to approach a location suspected of containing a bomb.

But this isn’t just a glorified quiz. It’s a gamified recruitment tool that immerses participants in the mental challenges soldiers face, making military strategy both accessible and compelling. Whether you’re a potential recruit or just someone curious enough to click, the campaign pulls you in, tests your critical thinking, and leaves you with a deeper appreciation for the skills required to be in the armed forces.

Why This Works:

1. Interactive Engagement:
   The campaign transforms the audience from passive viewers into active decision-makers. This level of participation increases emotional investment and makes the experience more memorable.

2. Gamification with Purpose:
   By turning recruitment into an interactive game, the British Army taps into people’s natural love for challenges, while subtly showcasing the problem-solving skills required in military life.

3. Broad Appeal:
   Even if you’re not considering a military career, the ad still feels rewarding. It’s designed to engage anyone who enjoys puzzles, strategy, or simply testing their wits.

Why the Execution Matters:

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Imagine if this had been just another recruitment video with dramatic background music and soldiers running through obstacle courses. Yawn. We’ve seen it a thousand times. Instead, the British Army created a dynamic, immersive experience that makes you feel like you’re part of the action. This isn’t about watching someone else’s story—it’s about creating your own.

The campaign also cleverly blurs the line between advertising and entertainment. It’s not just an ad; it’s a mental workout, a recruitment tool, and a shareable piece of content all rolled into one.

Execution Tips for Brands:

1. Make Your Audience the Hero: Design campaigns where the user’s decisions shape the experience. People engage more deeply when they feel in control.

2. Gamify the Message: Adding an element of challenge or reward increases participation and makes your message stick.

3. Keep It Shareable: Ensure the experience is easy to share, whether through social features, leaderboards, or simple brag-worthy outcomes.

Key Takeaways:

Engage, Don’t Just Inform:
Interactive experiences create emotional connections that traditional ads can’t match.

Gamify with Purpose:
Challenges aren’t just fun—they’re powerful tools for education, recruitment, and brand loyalty.

Make It Accessible:
Even if someone isn’t part of your target audience, design experiences that are enjoyable for anyone who stumbles upon them.

Figment is written by Abbhinav Kastura, a writer/producer who has spent a decade making impactful internet videos and Guru Nicketan, an advertising nerd, B2B Marketer, stand-up comedian, and a film buff.