This is Belonging 2018, is the latest recruiting campaign for the British Army. In their latest advertisement sub-titled, Keeping My Faith, a Muslim soldier is featured praying in Arabic to Allah as his fellow infantrymen patiently wait on. At one point, it even appears they silence their radios out of respect for the moment.
Colonel Richard Kemp, who led British troops in Afghanistan, said the commercial depicted an Army “being forced down a route of political correctness.”
What it clearly is doing is appealing, trying to appeal, to a series of minorities who may or may not be interested in joining the forces. And by doing that, it’s almost neglecting the main group of people who are interested in joining.
The advertisement can be viewed below.