Best in Show: The Army (Publicis)

Perhaps the most interesting thing about the British Army's recruitment drive is its trial of experiential showrooms where you can go and see what it's really like to risk your life to save others. The first one opened in Dalston, east London, last month, if you fancy a day out.

But the Army also has a rich new campaign out, by Publicis, which combines some predictable but impactful TV work with clever online games designed to capture the mental challenge of war.

The Ministry of Defence is hoping that all this might make up the 5,000 shortfall in recruits, but to make sure it has just thrown its entire Army recruitment ad account up for pitch. These latest ads will stand Publicis in good stead.