Controversial one this but there’s a new advert for the Army which really gets on my tits. There’s a soldier trying to climb into the back of a truck which keeps driving off without him whilst everyone in the back laughs. The tagline is ‘this is belonging’. Well if that’s ‘belonging’ then count me out.
Don’t get me wrong I love a bit of banter and can take a joke but for an institution such as the Army which has had issues with hazing and bullying before to lead with such a tagline is grossly irresponsible. The guy in the ad might well see it as ‘being one of the gang’ but what if he doesn’t? What if he feels as though he’s actually being singled out or bullied?
For the Army to lead their recruitment drive with that being a symbol of belonging to the team, isn’t that going to make it harder for those ‘in the team’ to step forward if they’re being victimised? It can be hard enough to stand up and say ‘actually, this situation is completely shit’ and this difficulty can be magnified in the world of military service but to add in the peer pressure of it being ‘belonging’? Bullshit.
Yes being in the Army can be a pressure cooker, and yes part of it all is being able to blow off steam and have a laugh but come the fuck on.
Maybe it’s just me. Maybe it’s reflections on the toxic behaviour I’ve experienced from ‘friends’ over the years where actually they’re being spiteful as all hell but it gets passed off as banter. Maybe the scars from my past are inflaming over this and nobody else thinks its an issue, but every time the advert airs the hairs on the back of my neck stand up.
I know I’m sensitive to the point of ridiculousness sometimes but it’s just gross.