The most famous and the most expensive advertisement of the Foreign Intelligence Service MI6 is the James Bond franchise, but now this organization positions its proximity to simple respectable citizens.
James Bond is known throughout the world by a "license to kill", high-tech weapons and a luxurious lifestyle; the first in the history of MI6 advertising on the central television says that the Foreign Intelligence Service does not need steel muscles and accuracy at shooting, but fundamentally new qualities - the ability to observe and the desire to protect.
The first frames of the commercial resemble the initial titles of the last films of the "Bondiana" by stylistics, but it turns out that sharks in the water column are the inhabitants of the oceanarium. And coming from behind mother hugs the scared child watching oceanarium.
The message of the advertising campaign: "There is no longer a ‘typical’ agent MI6. Regardless of professional and life experience, if you have the skills necessary for the service and share its values, you can become its employee. This is a necessary and very interesting work." By the required qualities, recruiting specialists mean high emotional intelligence, flexibility of mind, curiosity and honesty.
This advertising is part of a new recruiting program, in which the Foreign Intelligence Service intends to hire women and representatives of ethnic minorities. In total, until 2021, the staff of MI6 is planned to be replenished with eight new agents from different layers of the British society. Advertising is broadcast on the central channel Channel 4, digital channels and in the music service Spotify.