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| TA uses live footage from Afghanistan in TV recruitment ads on ITV | TA uses live footage from Afghanistan in TV recruitment ads on ITV |
| (35 minutes later) | |
| Live footage from Afghanistan has been broadcast as part of new TV recruitment ads from the Territorial Army which began airing over the weekend. | Live footage from Afghanistan has been broadcast as part of new TV recruitment ads from the Territorial Army which began airing over the weekend. |
| In what the Ministry of Defence claimed were the first TV commercials filmed live from a war zone the content included TA soldiers going about their duties and speaking to camera. A total of 17 one-minute ads will air on ITV, concluding this weekend. | In what the Ministry of Defence claimed were the first TV commercials filmed live from a war zone the content included TA soldiers going about their duties and speaking to camera. A total of 17 one-minute ads will air on ITV, concluding this weekend. |
| The MoD has said that film crews are currently embedded with various TA units and the ads allow the soldiers to explain what they are doing at that precise moment in time. | |
| "The point is to have someone who does another job in this country and show a viewer in the UK what they are doing at that exact time in Afghanistan," said an MoD spokeswoman. | "The point is to have someone who does another job in this country and show a viewer in the UK what they are doing at that exact time in Afghanistan," said an MoD spokeswoman. |
| "So a lawyer or a milkman, for example, may be on patrol or in the base, though of course we are not revealing [in advance] what they are doing for security and operational reasons. The person watching the ad in the UK would then have a better idea of what they may be doing if they joined up." | "So a lawyer or a milkman, for example, may be on patrol or in the base, though of course we are not revealing [in advance] what they are doing for security and operational reasons. The person watching the ad in the UK would then have a better idea of what they may be doing if they joined up." |
| The advertisements aired Saturday across the day, including in scheduled broadcast ad breaks for the cookery show Saturday Kitchen at 12.15pm and the dating show Take Me Out at 8.20pm. On both weekends the best live ad will be broadcast again at the end of the day. | The advertisements aired Saturday across the day, including in scheduled broadcast ad breaks for the cookery show Saturday Kitchen at 12.15pm and the dating show Take Me Out at 8.20pm. On both weekends the best live ad will be broadcast again at the end of the day. |
| The ad campaign, called TA LIVE, has been created by the marketing and ad agency JWT London alongside ITN Productions, which is overseeing technical work in the UK with the filming undertaken by a specialist army camera team. | The ad campaign, called TA LIVE, has been created by the marketing and ad agency JWT London alongside ITN Productions, which is overseeing technical work in the UK with the filming undertaken by a specialist army camera team. |
| Major General Ranald Munro , the deputy commander land forces (reserves) said: "There has never been an advertising campaign like this. TA LIVE is an incredibly exciting opportunity to bring the TA to life and show just what a TA soldier does on the ground." | Major General Ranald Munro , the deputy commander land forces (reserves) said: "There has never been an advertising campaign like this. TA LIVE is an incredibly exciting opportunity to bring the TA to life and show just what a TA soldier does on the ground." |
| The MoD said that the campaign is part of its drive to increase the trained strength of the TA to 30,000 by 2018. | The MoD said that the campaign is part of its drive to increase the trained strength of the TA to 30,000 by 2018. |
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