few directors can deliver a commercial for the military without conjuring up the familiar trope of a highly stylized patriotism that is combined with a fetish for weaponry, technology and hero worship. sam bayer’s bombastic army strong campaign is one example that comes to mind.
danish director, jan gleie, offers a moving alternative in this commercial for the danish defense forces. it’s a beautiful film that feels more like a documentary for the younger generation with all of its foibles, rather than the typical call to arms that never quite rings true.
if you absolutely have to make a commercial for the military, then let it be like this one.