Accenture Song has released the second installment of “Nothing Can Do What a Soldier Can Do,” showing that no matter how technologically advanced the British Army becomes, soldiers will always be its most valuable asset. In this recruitment spot titled “The Flood,” directed by Nicolai Fuglsig of MJZ, the instincts and empathy of British Soldiers come to the fore.
Dynamically shot and brought to life with the help of real-life soldiers, the film hones in on soldiers performing an emergency rescue during the chaos of a flash flood. The 40-second piece tackles the misconception that when soldiers are in uniform, they lose their personal identity. Instead, it tells a personal story of the value and difference soldiers make, by bringing their individual experience and unique characteristics to the job. The British Army is not just about combat. Beyond dealing with conflict, the Army deals with crisis too. “The Flood” spotlights the role that the Army, including its Reservists (the part-time, paid volunteer reserve force) play in the U.K.
Nik Studzinski, chief creative officer at Accenture Song in the U.K., said: “Focusing on the instincts and humanity of British soldiers, supporting communities in crisis a little closer to home, felt like a story that needed telling. The flood scenario resonates because it affects us all. And it shows a different side to the Army, one that’s less focused on conflict-based concerns overseas. So, while technology has brought rapid advancements, ‘The Flood’ spotlights the irreplicable skills that make soldiers invaluable in times of crisis.”
