They just don’t look like recruiting ads.
That’s the most striking thing about a series of television ads airing in Newfoundland and Labrador.
There’s no sense of an invitation to come and join the group. At least, there’s nothing of that in the images themselves.
Consider the number of shots that have the police facing the camera. The effect puts the viewer in an adversarial position, especially when faced with the tactical team or the riot team in these shots, above and right.
Now you get why these ads aren’t really about recruiting.