Eyes right as poster puts civvy into TA uniform

Engineering student Joe Ross will enjoy his fifteen minutes of fame next Monday as the star of the Territorial Army’s latest poster campaign. While unlikely to have the same traffic-stopping impact of Eva Herzegova’s ‘Hello Boys’ poster for Wonderbra, the part-time Fusilier’s billboard is still designed to turn heads: it is the first ever ‘lenticular’ […]

Engineering student Joe Ross will enjoy his fifteen minutes of fame next Monday as the star of the Territorial Army’s latest poster campaign. While unlikely to have the same traffic-stopping impact of Eva Herzegova’s ‘Hello Boys’ poster for Wonderbra, the part-time Fusilier’s billboard is still designed to turn heads: it is the first ever ‘lenticular’ 48-sheet poster, and uses tiny lenses to switch the image as the viewing angle changes, transporting Ross, 24, from civvy street (in this case a derelict-looking factory) into military mode in the blink of an eye. Ross is studying mechanical engineering at Queen Mary’s and Westfield College, London, and has been in the TA for seven years. The TA is using the poster and a 40-second TV campaign, both from Saatchi & Saatchi, to boost recruitment, and is looking for skilled engineers to support the regular army. Anyone interested should call 0845-603 3232.