- By Charles HomansCharles Homans is a special correspondent for the New Republic and the former features editor of Foreign Policy.
In an inspired bit of YouTube surfing, Gawker has assembled a compilation of military recruitment commercials from around the world. There are a few clunkers — three minutes is an awful long time to watch a Russian paratrooper sort of rapping in front of an obstacle course — and I have my doubts that this Japanese ad is not an elaborate sophomoric hoax, but on the whole they make for pretty fascinating viewing.
Watching these as an American, the most immediately noticeable thing is how little time most of the ads spend overtly appealing to patriotism. There’s Estonia, which does it cheekily, and Lebanon, which does it with a slow-motion sentimentality that would be cloying under other circumstances but is actually quite poignant in the context of a country that is eternally trying to keep things together. France and India, meanwhile, both hearken back to the U.S. military ads of the pre-9/11 era, in which we mostly see the life-advancing stuff that enlistment is supposed to get you, with a minimum of actual warfighting. (A career in the Indian army evidently prepares you for a lifetime of golfing and competitive diving.)
The Ukrainian army opts for an admirably straightforward “you’ll get girls” approach. Singapore features a naval vessel transforming into a giant robot, presumably developed to contain the same giant lava monsters that have long plagued the U.S. Marines. Britain’s jarring entry — which a student of post-colonialism would have a field day with — looks like it was directed by Fernando Meirelles. (This kind of “I dare you” approach to recruiting must work in the U.K. — back in the ’90s, when the U.S. Army was mostly promoting itself as a way to pay for college, the Brits ran magazine ads showing a Royal Marine eating worms as part of a survival training course.)
But the real winner here, I think, is Sweden, which is promoting military service to young women as a means of avoiding working as an au pair for awful Americans: