It’s hard to imagine a more politically tone-deaf set of ads than the three currently in circulation by the Royal Newfoundland Constabulary ostensibly as part of a recruiting campaign.
The 15 - , 30 – , and 60-second spots are all similar. They start with a shot of the police tactical team in black clothes, military helmets and MP-5 automatic weapons, all set to burst into a house. The music is dark and ominous, as are virtually all the images. Even the sequences involving the largely ceremonial mounted patrol take on a decidedly sinister or threatening tone.
Just to give you a sense of how incredibly heavy-handed the Constabulary advertising is, take a look at a Canadian Forces recruiting ad from 2011. It shows personal challenges and lots of physical activity. The images are full of light and action. The messaging issues a challenge to a potential recruit based on his or her individual expectations.