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Also, the Forces don't exactly have the best record with judging who or what is-and-isn't gay. They spent decades interrogating allegedly gay members of the military, hooking them up to the "fruit machine"—an actual thing—to try and divine which team they played for.
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The direction of the female recruitment campaign were not exactly confidence-inspiring.Amongst the feedback that Ogilvy got from the Forces was that the ads use a "brighter, more feminine tone to be more attractive to women."The Ogilvy report ended up including that, for some TV spots: "in general, we like the idea of showing the woman preparing for the interview (putting on make up, etc.), as it adds a feminine touch."The eventual video produced an ad with such selling points as "you'll have a help striking a healthy work-life balance"—because you really can have it all—and "more self-esteem," although that line was cut during editing.And, out of fear that it may spook the weak sex, the ad agency decided "we will avoid showing weapons and will slow down certain shots." There will, however, be shots of "women being active, on duty, laughing as a group. Intense gazes into the distance."
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