Armed Forces - Can I be gay in the Army?
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Benchmarking
This shows the overall appeal, as a percentile, benchmarked against the category.
- United Kingdom Female 16-24
- United Kingdom Female 25-34
- United Kingdom Female 35-44
- United Kingdom Male 16-24
- United Kingdom Male 25-34
- United Kingdom Male 35-44
Benchmarking - by demographic
This shows the demographic appeal, as a percentile, benchmarked against the category.
GB Male 16-24
GB Male 25-34
GB Male 35-44
GB Female 16-24
GB Female 25-34
GB Female 35-44
Engagement
This graph shows you the average engagement of the reviewers during each second of the trailer. The grey bars show how much consensus of opinion there was second by second. Larger bars indicate stronger consensus. Click on any point on the line to view the corresponding point in the video.
Engagement Demographic
This graphs shows the engagement by demographic.
Distribution Of Ratings
This shows you how each of the ratings from the reviewers were spread over the 0-10 range. Comparing the overall shape of this graph between genders can tell you a lot about where this trailer is resonating most strongly.
Word Cloud & Review Search
This highlights the most commonly mentioned words in the reviews. Just click on any word to see the underlying comments from the reviewers that relate to that word.
Review |
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The ad tackles a modern issue, which is relevant and likely to make people listen. |
It appears to be a real recruit speaking, which means that his experiences are valid and reliable. |
It is able to reassure people who are gay and thinking about joining the army that they will be accepted and they should pursue their dreams. |
I like the dark images, and the music in the background. |
It seems very dark and intense at first which definitely fits the mood, and though it remained black and white, the mood felt lifted and lighter at the end. |
This is a very important ad |
I don't like the slogan find where you belong, because I don't believe anyone belongs in war. |
The message about homosexuality is positive, and likely to recruit people, but I'm not sure they're being recruited for the right reasons, as it's still the army afterall. |
I like the concept and story behind the advert. |
However, saying that, I don't like the monochrome style of the advert because it portrays the army to be a negative environment. |
The inclusion of colour maybe when the story takes a positive turn? |
I like the shadow of him wanting to be in the army. |
I absolutely love this advertisement. |
I think the animation is beautiful, as is the song choice, and the message behind it is wonderful. |
I think it could change a lot of people's perspective about the army and make them feel as though they could join without facing discrimination. |
The style of the imagery is good. |
I like the graphics a lot. |
However, I don't think that keeping the video black and white is a good idea. |
You would perceive it more as a positive thing if it was in color. |
The message comes through clearly. |
Maybe if the person who was talking was an actual testimonial and you can see his name at the end of the video or maybe something that says that those are the words of a real person, people would believe it more. |
This video is a good way to show other people that being gay is not something bad but being gay doesn't mean you are not a man anymore but ypu can be whoever you want to be and still be in the army. |
The love the idea of this ad, it looks at the stereotypes of soldiers and breaks down any prejudices. |
I love the animation, it is well made. |
The story line is also well made. |
Overall a high quality commercial, really fresh and modern. |
its a good advert similar animation style to the other one but it makes me watch it because i haven't seen a style similar on tv the message of the advert is interesting because you never really hear much about gay army guys. |
it made me feel happy and hopeful about the world and the fact we are getting more accepting in all walks of life |
The message is good and will probably give more LGBT people more confidence in joining the army but the animation and narration are very monotone and almost boring. |
I don't think many people would bother watching an advert like this. |
I really like that this advert is promoting inclusion and diversity within the army - traditionally I would have associated the army with the 'British macho white male' stereotype but it's nice to see that the Army are going about tackling this stereotype. |
That said It was a little strange that it was all in black and white. |
The cartoon in black and white, especially in the beginning felt like something out of the snowman and the snow dog which was a little bizarre! |
I like this advertisement because it shows that the army is accepting of people from multiple backgrounds and lifestyles. |
It gives homosexual men the confidence that they could join the army if they wanted to, and wouldn't be judged for the way they are. |
AGAIN I LOVE THESE ADVERTS! |
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My own uncle is gay and was in the army but in those days it was more frowned upon but I'm glad these adverts are showing how different things are these days and that people are more accepting. |
I like the storyline, shows that anyone can join the army. |
I think the images shown are beautiful and give a sense of emotion to the advertisement. |
Maybe a little more colour could be used to reinforce the positivity of him being able to do what he wants. |
The graphics for this advert are just beautiful, it really helps to get a feel for the story being told within! |
I love how controversial issues are being discussed in particular relation to men to encourage people to join the army and be less afraid! |
However one thing I will say is the army is not just for men, no mention of girls talking about their girlfriends? |
This message that the video provided is great and it really shows that there is acceptance if you would to join. |
It has a lack of clour which I do not think reflects the demographic. |
the product was good and clear |
I think that is quite an inclusive advert. |
It does make impression that everyone is accepted in the army. |
I like the visuals of the advert as well I think they make an impact and create a cool atmosphere almost like from a comic book. |
The advert shows the personal struggle that some people have when trying to find a career in such a manly field whilst being scared of confrontation and rejection. |
It shows the journey and that the outcome is positive and the are accepted for who they are and following their career path. |
I really liked this because it is showing that the army isn't just for straight people but its for everyone who is interested. |
Also i liked how they have used linked the army with a family member and its inspired them to join. |
I really loved this, it's showing the kind of diversity that is in the army. |
The animations are really nice as well, it also has very comforting soft music towards the end and I think that will actually ease a lot of people who are gay and thinking about the army since they'll know now that they'll be accepted. |
I think this is a very powerful advert. |
It shows that the army is accepting of people of all sexualities and then therefore much more. |
It doesn't matter who you are, where you are from who you love or anything like that. |
Everyone is accepted. |
I like the concept of the storyline, however the video itself is grainy, and look slightly like it is trying to be a film noir which does not really represent the story. |
Furthermore, the use of blurred out faces disengaged me from the story, and although I am interested in the topic matter the video did not grab my attention. |
Also the instrumental music didnt really add anything to the advert |
Very relevant and topical issue. |
The style and animations of the advert make it stand out compared to other adverts and thus makes it more engaging. |
Moreover, it addresses issues that the general public may consider or be sure about. |
It certainly seems to make sense and be accurate. |
I like the message that the advert portrays. |
It highlights key issues in today's society and how transitioning into a career such as the army shouldn't be any different to any other career. |
the music in the advert is upbeat and encourages a playful mood on to the target demographic. |
the animation is playful and could perhaps be aimed at a younger demographic, for example 16-24 year olds |
The music transition represented the increased confidence of the narrator from the begin to the end of the advertisement. |
The clip was very informative about how people with any sexual orientation can join the arm and should be proud of their sexuality. |
I believe that this advertisement is an amazing way to encourage the LGBTQ community to join the army and feel comfortable about doing it without worrying about judgement. |
I think that this advert is very direct about this topic and once again does not fail to beat a stereotype of homosexual people not being able or not belonging to an army. |
I think this is the best advertisement I have seen from this organisation so far, and as a homosexual male, it really opened my eyes to the concept of war. |
Asks a relevant question at the start of the advert, one which will intrigue viewers to keep watching. |
The narration is well said and clear to understand. |
Using the past tense to tell the story appeals to this time gay people wanting to join the army and that they are able to. |
Therefore 8/10 |
A great way to show how being gay doesn't affect how you are treated in the army. |
I like the animation style used in this commercial as it helps support the message nicely also it helps the viewer remember the message a lot more. |
ofcorce you can be gay in the army it not that big ,of a deal everyone will welcome you with open arms nothing to be a fried, of they will accept you because it all a big family that sticks tougher |
This advert uses a unique cartoon stylized imagery and I think it works very well here and pulls you in. |
Alongside this, the voice-acting monologue was done well and you can empathize with his story. |
It shows acceptance within the army and breaks myths that they may have had passed out previously. |
It made me feel good. |
I think the army is just saying there no problems with inclusivity and everything but I do think the ad was a bit unnecessary considering we all know at the end of the day the men on the frontline won't care whether you're gay or not. |
Overall the ad was fine just unneeded |
The advert is amazing and it does include the main and important message to the audience "Acceptance". |
The advert is strong where stories are important to express experience and decisions which is the main source of freedom, the colours used is limited to black, gray and white which is 'classy' as the animation also hides the true intentions of the of the army, the final message the advert shows is 'decision' which could be "since there are no faces of people used, it can be one of the audiences if they decide to be". |
Not too bad, good idea behind the advert, personally preferred the other one. |
This one seemed a but dark and gloomy, could definitely do with some more colour. |
Nevertheless it gets the important message across which is about being allowed in the army regardless or gender or preference. |
Stunning animations and great pictures involved with adding emotion to the commercial. |
I really enjoyed the black and white animated characters constantly moving. |
With the supportive tone from the male speaker, it makes the soldier feel welcome and relaxed. |
This raises awareness, as gay people should not worry about what others thing about them. |
Brilliant! |
Again, the cartoon makes it quite hard to relate to and a bit un-army like. |
The concern about being gay in the army is important to address but makes up a smaller amount of young men in the UK than straight males. |
It is encouraging for gay males though. |
The use of the big bold letters at the start is very effective as a part of first impression- it instantly grabs your attention. |
The serious mood at the start is shown through the dramatic music in the background. |
However, I found the animated characters a bit scary as they have no faces- this could potentially scare some individuals. |
The change in the mood signified by the happy music was very enjoyable though |
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interesting, Alright, i'm a christian, its made for me to not be attracted to other men, if you choose to be homosexual, i honestly don't mind, it was your choice, and it doesn't really effect me, in my opinion, you're in the army so i guess it's ok but i think stuff like this would only get through to the un-religious and others going through war, sorry. |
this is good, animations are cool and i respect soldiers, but idk about gays, idk |
There was a lot of unnecessary pre-amble for most of the commercial which made me feel detached and unengaged. |
The animations were good, but could have been more emotionally impactful with more color and a better script. |
However, the commercial covered being gay and being a doctor in the military which is not often talked about. |
This was ad very good ad. |
The background images are very basic and in black and white, with a very clear voice over. |
The music is simply and increases to a more upbeat tempo after the actor realises he will be accepted in the army for who he is. |
this series of animation adverts ran by the army are a great way of spreading positive vibes and information to all people regardless of sexuality. |
Strengthens community and is dismissing old traditional values of 'gays not allowed' etc. |
Good advert, good narration, good story. |
The animation portrayed the fear and intimidation that a gay man may feel when wanting to join the army. |
The video was intentionally harrowing to begin, but provided relief and comfort by expressing that gay men should not feel anxious about joining the army. |
The ,message of this advert is positive and inspiring. |
I like the way that it is direct and deals with the issue head on. |
I do believe that the advert will fulfil its aim and attract more talent to the army. |
I think that it could be improved by using real people and their stories rather than animation. |
The story line was very good how he heard the story's about his brother in Afghanistan and he didn't think he would be accepted because he was gay but this commercial would be very helpful for someone who would like to start the army. |
the music was very emotional but at the end it was upbeat |
This advert is aimed at a minority rather than majority which means that it will not have a huge influence. |
Furthermore, it only talks about a small amount of the factors people consider before joining the army. |
More context could be added. |
I feel like there is a lack of necessity for the army to specifically target the LGBTQ community. |
I can understand why they might think this but I believe singling them out might work in the opposite way to what they're intending. |
Also the colours and tone was too dark at the start, prompting the audience to disengage quickly. |
I understand how this could help younger people who are afraid of coming out as gay in the army be more confident and know they have a place where they can belong. |
Good heart warming advertisement that is very persuasive. |
This advertisement is successful in covering a highly sensitive issue in a tasteful way. |
The anecdotal nature of the author plus the animated story really help drive the point through for such a subject matter while remaining successful at dispelling doubts and looking progressive. |
The advert is made quite good. |
I like how at the start you see a question and they answer it throughout. |
On there other ads you can see that the question inst always the same thing. |
I would watch it. |
the animation of the video was amazing. |
there was a strong message about the army, dreams and etc. |
But I didn't really the end when the voice of the character said i "I didn't think they would like my boyfriend" or something like that. |
Was the concept about that gays are welcome in the army or what? |
This advert is pushing a very controversial subject, which is a fantastic thing. |
I hear a lot of stories from ex servicemen about how their sexual orientation affected how they were treated but this is apparently changing now. |
The art/graphics flow well with the storyline. |
The video was not very involving and a bit too dark and depressing. |
I did not enjoy watching it. |
I felt that the message was not properly told and the whole video was missing of something. |
I don't think this advert will boost army recruitment. |
This was fantastic, a message I would like to know the answer to. |
I enjoyed the young mans story and how he had the same fears. |
This is a very important question and I was happy to hear the answer. |
Advert about people with unanswered questions or question they may have about joining the army, and also feelings they may feel about leaving their family behind for some length of time and wondering if they will ever see them again due to 'war' |
I like the advert it explores another taboo subject of being gay in the army. |
Masculinity is not defined by being in the army the army is open to all gender, races, equality. |
Jut like crying in the army and being emotional is not prohibited there is support. |
For an army recruit advert, this one is definitely more effective. |
I like the animation and the story that they've tried to convey within it. |
It's a lot less boring and generic than every other ad out there, and I didn't find myself irritated. |
I think that it is great to see LGBT topics included in adverts. |
I liked the animation and narrator's voice. |
I don't think that the ad showed the negative side of joining the armed forces. |
It demonstrated that the army is an accepting community. |
The style of the video was very creative, the message was very powerful and I'm sure it will reassure the gay community that the army will still value their input regardless of their sexuality. |
the army logo is very clear at the end too. |
A great advert, it dispels the popular myth that it's not okay to be gay in the army. |
the advert was the perfect length and really engaging to watch even though it wasn't relevant to myself. |
I think it will definitely persuade more people to join the army. |
This is a commercial which i did not like at all it was just really strange to watch one like this. |
I do not think that this is one that would persuade someone to join the army this one was too depressing. |
Being gay in themilitary is not prohibited , with men together when they fell they can be gay , that is not prohibited they fight together on the battlefield and solidarity helip helip each other , however military marriages are prohibited , if the enemy is not gay like you and not interested in you of course there is no binding. |
Very good advert with good use of cartoon style throughout. |
Well produced and transition of light and colour works really well. |
Instantly recognisable as an advert for the army and is very recognisable and touches on a very sensitive subject well. |
This advert talked about a boy, who wanted to join the Army from a young age. |
His brother was in the Army and was in Afghanistan and after the boy was told by his brother, he wanted to join as a medic. |
But was not confident because he was Gay. |
The video has good graphics and the artwork is really nice. |
I like how instead of using actors they've used drawings and the music is very subtle and supports the video really well. |
The actors voice is soothing so that you'd want to watch this ad and it encourages gay people to pursue a career in the army if they wish. |
The choice of using a grey scale design for this advert really touches on its message which has always been a bit of a grey area withing recruitment, so I think this was very clever. |
The imagery with blank faces is not too overpowering and actually helps you relax and take the message in properly. |
This has a place in society, fears creeping in the minds of what I see as a very acceptable life choice. |
It feels as though the actor is indeed in the Army and makes this more relateable to gay members. |
It does feel somewhat male orientated, and would be more appealable to bring in women too. |
The advert is is very quick to get to it's point which I like. |
It also has an visually appealing art style which makes it memorable. |
I also like that it tackes a subject that some people may be nervous to ask about. |
It is nice to know that everyone is welcome in the army regardless of sexuality, the black and white was lost on me. |
I found it boring and and bleak, it wasn't exciting and didn't appeal to me visually. |
The message was good but does it mean you need a boring advert. |
It is good to see army openly talk about gay people joining the army. |
It is a strong message that gay people are welcome in the army. |
I feel positive about the message given in thsi commerical. |
The graphic feels a bit sad with black and white colour. |
I feel the comerical is too plain and boring. |
This is a really provocative angle and I think is a positive thing to discuss. |
There was a lot of hand-holding in the advert, which may be considered a little cliche. |
As per the other ad, I really like the graphics as they are different to other adverts and make you sit up and watch. |
The initial question also draws you in because some may see it as a controversial topic. |
I think this advert would get people talking in male environments such as the football changing rooms and pub because it goes against the 'macho' culture of the army and so would provoke debate amongst the public. |
I find this advert very nice but I would have made more happy and colorful. |
It is all grey and sad even when the storyline and the voiceover reveal it is ok to be gay in the army. |
It should be more bright and colorful |
Again, nice concept, I'm just not sure I believe it to be true. |
The animation is wonderful though, one of the nicest looking adverts I've seen in years. |
It won't make me join the army though and I can't imagine many others will after watching. |
I think the advert was quite good, I believe it could be used to inspire gay people to consider joining the armed forces. |
I liked the use of the computer animation for the advert and also the music worked well with the ad. |
it's seems like the other video the same idea nothing special like except the colors. |
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So the images was dark a little bit also the music wasn't specified, the voice is quiet and feel comfortable i think it's convincing people about gay. |
Diversity for the sake of diversity. |
I don't believe the army is actively pushing to recruit more gay people, I am sure they are being told to be seen as more 'PC'. |
The graphics are very interesting and it is good to see the advert suggests there are more roles in the army than just traditional front-line point and shoot soldiers', such as medics and logistics. |
I think the advert should offer more insight into 'back office' and administrative roles available. |
Really clever angle to approach recruitment, and something I never thought I'd see. |
The timing for this message is spot-on, and I can see it mostly going down well. |
Even though I'm completely behind the message myself, some may see this as desperation which won't help recruitment-wise. |
The animation was fantastic and very easy to read. |
Overall I personally loved it, but I can see it being controversial, and not for the right reasons. |
Ones sexuality should not be a hindrance to join the army. |
You're there to destroy, kill and maim and not to have sexual relations. |
The army is all about brawn, courage and dedication to ones belief. |
The images and storyline are both a sad state of affairs. |
great and informative letting you know your sexual prefference is not an issue in army. |
they do not judge. |
music and background sounds fit in well, animation with black and white fits really well with this advert. |
great compassionate advert. |
This is a hard hitting advert about a subject that is very relevant at the moment and I was pleased that the Army are finally tackling this previously taboo subject. |
Personally I felt that this production emphasises the inclusiveness of the British Army which I'm sure will be a relief to many potential recruits who may have been afraid of being judged before watching this. |
This advert was good because it showed you can be accepted in the army for who you are, even if you are gay. |
In other words, times have changed and you can join the army, whatever your sexual orientation. |
I found the narrator convincing as he sounded like he was talking from personal experience. |
Poweful commercial for the Army and on a question that a lot of people would like to ask. |
Hopefully being Gay is not a reason to not join the Army and that this is really not a problem when you join. |
I love the narration because it's real and honest, and you can relate to the man's voice. |
The animation however it a bit confusion, and unclear and doesn't really go with the story. |
The actual art is good, however it would have been good to see more colour and more stimulating imahes. |
Really depressive theme, highlights that people are different and that you wont belong in the army. |
I do think that they could choose a different theme rather than the dark shadows as this may lead people to believe that the army is a dark place to be. |
I like the format of the ad; its clever the way the graphics work. |
It is targeted at a particular sector of [people so has no interest to me, but it might help recruit people who are gay I suppose. |
A good advert which is needed to encourage people to be open about their sexual orientation and that it is acceptable in the army. |
Good that its recognised and not frowned upon as many may think they should live up to being like a stereotypical soldier. |
This advert encourages recruits to be honest about who they are. |
I like the cartoon styling of this army advert which is unusual and attention grabbing. |
The simple theme of can I be openly gay in the army is brilliant as it was such a negative topic for many years. |
An attractive voice helps as well. |
This advert for the army gave us lots of personal information and that it is ok to join the army as a gay guy, it is cleverly worded and one that you would sit up and watch, brilliant animation, soft colouring and sentimental. |
I HAVE SEEN AN AD SIMILAR TO THIS IT IS A VERY GOOD POINT MAKING AD. |
BY THAT I MEAN IT IS CLEAR AND STRAIGHT TO THE POINT THE CARTOON WAS PROMISING. |
OVERALL THE AD WAS NOT BORING TO WATCH BUT INTERESTING BUT IT IS SAD FOR SOME PEOPLE TO WATCH IT AS THERE FAMILY CAN BE IN THE ARMY. |
The advert is groundbreaking in addressing the taboo of sexual orientation. |
The images are quite stark,as is the music, but the narrative and reassuring images of hands being clasped give compelling aural and ocular evidence that there is a place for everyone in the army. |
This is a groundbreaking advert. |
It uses strong images and the right wording to get across the message. |
I'm not sure how many gay people who want to join the army will be convinced that it is true but it opens the door for more discussion |
It is all very politically correct. |
I do not believe it. |
Why is it in black and white. |
The voice over is good because it sounds real. |
I do not understand why it is in black and white. |
That reminds me of WW1 picture. |
There was no accepting of homosexuals in the army them. |
There is a conflict here. |
Here we go with another storyline bombardment about gay sexuality. |
If it's ok to be gay in the army fine, but enough is enough. |
Being "Gay" isn't "special". |
It's just equal. |
So just get on with it. |
Hated the video. |
Surely being in the army isn't about your sexuality but about so much more. |
I support the aim of this campaign of the army trying to reach out to all races colours and creeds. |
It gives a impression of a up to date forward thinking organisation. |
The animation is very impressive and the musical content matches the mood. |
But I'm not convinced the people already in the organisation shares the message given in this advert, in fact I had heard rumblings of discontent to this matter. |
I wouId imagine that the army is having an internal battle of this as I type. |
I wish them well. |
This is a great advert, the fact that it is aimed at recruiting gay people is a brilliant idea. |
The whole advert is beautifully put together and the voiceover is excellent. |
I really enjoyed wathing this advert and i am sure it will encourage many more people to join the army. |
Another very telling advert from the Army and whether it should be pronounced about speaking out over being gay. |
This would put your mind at restif you had any doubbts about being accepted. |
This is a subject that is in the news alot at the moment, so is very relevant |
It was a decent advert to be fair. |
I liked how it opened with a question as this got me engaged. |
I immediately began to think of my answer but I was swiftly informed of the truth which was excellent. |
Again i have seen this commercial & while i commend the ideal i am not sure that this fits with what see as our defence & protectors of the country both home & abroad. |
It questions whether things are really so bad that we will appeal to anyone to fill the role & whether the typical white male we would recruit is no longer seeing this as a worthy profession & that this country is not worth fighting for. |
I also think think this advert is criticizing society, as some people have a very strong opinion on homosexuals and sometimes discriminate against them. |
It shows that the army can be a second home to you and that they welcome you in. |
I don't believe that the subject matter should be made such a big thing of. |
Anyone should be able to choose to join the army no matter of their sexuality. |
If anyone wants to represent their country and fight in its honour it should be encouraged. |
The advert gets the point across clearly. |
The acting wasn't really hitting the mark, And the animation clouds the whole welcoming act for Gay people or not. |
The storyline was kind of fine, Its just the way it was spoken, The actor was trying to act nervous but it came out more like hesitation, And most people will pick up on that. |
I think this campaign is effective. |
It's good to see the army taking note of today's progressivism and dispelling some myths about army culture. |
The visual style is nice - very stylized but a bit too dour and gray for my taste. |
Can I be gay in the army ? |
is the question posed by this recruitment drive advert for the British army. |
The ad is in a cartoon style and has images of soldiers and army related matters,as well depicting a gay couple holding hands. |
It suggest that the army is welcoming and understanding of sexuality. |
I personally didn't like the ad as I think a cartoon sidesteps real characters. |