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DALLAS In two U.S. Air Force recruitment commercials breaking this week, Omnicom’s GSD&M took a low-key approach to attracting young men and women to jobs that don’t involve piloting a jet or bombing enemy forces.
The two TV spots, “Food” and “Cops,” have a before-and-after structure, showing teenage boys in civilian situations that translate to jobs in the Air Force. The tagline, “We’ve been waiting for you,” appears between the bookend scenes.
In “Food,” a boy in high school casually collects an apple, chips and a sandwich from his classmates in the lunchroom, then gives the food to a homeless man outside the school.
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