From a marketing point of view one asks oneself a very simple question, "Would this ad make anyone want to join the Air Force?" In my opinion its a big NO, ergo it is money down the drain as far as the MOD is concerned but trebles all round at the ad agency! For those readers familiar with the ad, who the f**k wants to feel valued and cared for, you join up to do that for others, for a challenge AND BECAUSE ITS HARD, not to get a splinter taken out of your finger. You can't run a service where each working day is preceded with a group hug and an atuning session to get in touch with our feelings. Training Risky, agree with all your comments.