Action-starved? Don’t join Swedish marines

Headshot of David Griner

If you're Swedish and looking for a white-knuckled thrill ride to the bleeding edge of advanced combat, then you'll probably want to look somewhere other than the marines. In two recruitment ads bundled into the clip below, the Swedish armed forces contrast the excitement of Hollywood action flicks (and, one would guess, U.S. military ads) with the reality of daily soldiering life. The captions, which can be a bit hard to read, promise new troops "an education that leads to a job where you can make a difference. For real." These ads might not have young men sprinting to the recruitment office, but you have to appreciate their ability to keep expectations nice and low.

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."