Army? Barmy

THE British Army. It’s like some embarrassing dad who thinks he’s down with the kids and knows how to get them to do their homework by telling them it will improve their focus for Fortnite.

I say that as someone who knows the form and is already herself an embarrassing mum. It takes one to know one.

But even to me their recent recruitment posters seem too much of a joke – a mockery of original Your Country Needs You Kitchener posters that sent hundreds of thousands to their death in the First World War.

“Binge Gamers,” one says. “Your army needs you and your drive.” “Phone Zombies. Your army needs you and your focus.” “Snow flakes. Your army needs you and your compassion.”

I’d like to think that most young people in the target 16-25 demographic will take one look and decide they don’t need any of this – because they are no more phone zombies nor snowflake types than the rest of us. May I propose a new poster? Smarter copywriters – your army needs you.