DDB Stockholm: war isn’t as fun as it looks, but join anyway

When it comes to Hollywood’s depiction of war, you tend to think of the 1980s Rambo meets Commando shoot ‘em ups where musclebound dudes with dirt smeared across their face in badass streaks carry guns that spit never-ending bullets.

When it comes time to making ads to get people to join the military, the vision of superhuman heroism seems to be favored, at least on this side of the Atlantic. But the folks at DDB Stockholm took a different route with a pair of spots for the Swedish Armed Forces, by juxtaposing the Hollywood/US Armed Forces recruitment style with the realities of being in the Swedish forces.