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Swedish Armed Forces rejects ad films criticism

Published: 15 Jun 2010 15:20 GMT+02:00
Updated: 15 Jun 2010 15:20 GMT+02:00

The Swedish defence forces have spent a 25 million kronor on a new campaign of films featuring the challenge: "We are waiting for your opinion on our work, if you have what it takes to have one".

Fredrik Svahn at the Swedish Armed Forces (Försvarsmakten) told The Local on Tuesday that the films should not however be seen as a recruitment drive for a military career but should be seen more as a "discussion with the Swedish people".

"National service ends on June 30th and will be major major change with the first voluntary recruits admitted on August 15th. We want to open a discussion and invite opinions on the purpose of the Swedish Armed Forces," he said, while adding that the campaign website can also be used to apply for a job.

The three advertising films - for the army, navy and air force respectively - feature soldiers battling a forest fire, chasing Somali pirates in the Gulf of Aden, and pilots scrambling their jets to meet an incoming threat to Sweden's borders.

The films feature the typical dramatic fare served up by the UK and US armed forces to attract recruits, but in Sweden, with its 109-year history of compulsory national service and limited professionalism, they have come in for some criticism for romanticising the work of the military with comparisons made to the Die Hard films.

"They use Bruce Willis sequences to project an awesome operation and to tempt with employment. But this applies to young people's career choices for operations that may ultimately concern life or death. You should not use advertising gimmicks to address such serious issues," advertising expert Mats Ekdahl told the Svenska Dagbladet daily.

The air force film features a command centre and is dated "Ronneby 06:52", referring to the Swedish air force base in south-eastern Sweden, but like the other two films are in fact a backdrop filmed in South Africa, with local actors clad in Swedish military attire.

The depiction of a darkened room with radar screens and alarm bells sounding the alert is the stuff of fiction and the reality is far more mundane and perfunctory, the newspaper explains.

But Fredrik Svahn has rejected the accusations and argues that "these are commercials and not documentaries and we are under no obligation to present 100 percent reality."

Svahn said that logistical and budgetary concerns lay behind the decision to film the commercials in South Africa and he argued that they depict "a part of life as a soldier" although conceded that 90 percent of the military's work is done at home and is more routine.

"The films are based on the Armed Forces' description of operations and shows how extreme situations can look. The Gulf of Aden film for example shows exactly how we work," he said.

The Armed Forces has so far received 360,000 registered opinions in the ten days since the launch of the television and billboard campaign.

"We are happy with the response, which has both been positive and negative," Svahn said adding, "I think the criticism (of the campaign) is unjustified, it is not as if we have used humour."

Peter Vinthagen Simpson (news@thelocal.se)

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Your comments about this article

16:17 June 15, 2010 by SouthAfrican_in_Sweden
Wonder why they are filming in South Africa...?
18:08 June 15, 2010 by voiceofreason
Many might be tempted to join the army just to earn a pay check or to prove a point i.e. feminists but the truth better be told. Life in the military commits you to defend the country with your life without any objection when such a time arises.
18:40 June 15, 2010 by Kevtravels
@voiceofreason, Well lucky for them Sweden is tightly safe in Northern Europe surrounded by NATO countries who more than likely would aid them in any fight.

What I wonder is why they did not feature ads with Swedish peacekeepers? I'm sure that would attract more than the idea of the army used to fight fires.
21:49 June 15, 2010 by Carbarrister
I think the "new" Swedish military needs to define its mission - which requires poitical input- and then fill its ranks with the kinds of recruits that will meet the needs, i.e., is it going to be essentially a uniformed civil service like the post office or will it engage in serious military missions and need to weed out recruits who can't meet the standards.
22:12 June 15, 2010 by DAVID T
when was the last time sweden had a war?
00:43 June 16, 2010 by Avidror
The last war fought by Sweden was the 1814 Swedish-Norwegian War. Read here:


There was a Swedish involvement in peacekeeping operations since there, but it didn't consist of total wars in its own territory.
00:48 June 16, 2010 by Avidror
By the way, Flygvapnet's film would attract much more people if it had shown the Gripens in action.
08:36 June 16, 2010 by norcalNisse
Uh... what does the message mean? Are they saying you can't have an opinion about them unless you're one of them? Really??
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