Behzinga, Cassandra Maria, Lauren Pattison in British Army recruitment drive

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Campaigns for roles in the military are a fast-moving area within recruitment, as this new ad from the British Army Recruiting Group demonstrates. Titled 'First Time Fails'. it's a humorous takedown of the idea that failure is always a bad thing, put across by YouTuber Behzinga (Ethan Payne), presenter Cassandra Maria and comedian Lauren Pattison. What do you think of this unusual approach to army recruitment? Great, it's a useful message for the younger people it's aimed at? Making too light of a career choice which requires extreme discipline? Or just a fun ad? "In the British Army," says the campaign, "we know that the first step towards victory is failure. In life, these failures come in all shapes and sizes - from #FirstTimeFails​ in driving tests to dating disasters, failure teaches us invaluable lessons to help us learn and grow."

Keywords: British Army Recruiting Group, YouTuber Behzinga, Ethan Payne, presenter Cassandra Maria, comedian Lauren Pattison, army jobs UK, Karmarama