Shamless British Army adverts harness the power of negative thinking

MAGGOTS! Pukes! Pieces of amphibian shit! Your country needs you! My British Army recruitment campaign might need a bit of finessing, I’ll concede, but it has potential, don’t you think?

It’s nice to start the new year with optimism, and a cynicism-free clean slate. Nobody plans to get bogged down in negativity before Twelfth Night. There’s something tragically incongruous about swearing at a screen while fairy lights twinkle gently in the background.

Of course, staying away from the internet helps…

Read the rest of this column at

Published in The National on January 4 2019.

Published by Shona Craven

Writer, editor, talking head

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