The campaign is a riff on First World War recruitment posters, which featured the line, “Your country needs you”. The army has a shortfall of 5,000 personnel

The army has a new generation in its sights for its latest recruitment campaign. Instead of hardened gym goers it is targeting gaming addicts and “phone zombies” in the hopes of boosting the number of millennials signing up.

A series of TV and radio adverts, alongside a billboard campaign, spin negative stereotypes of young people, showing how they can be useful to the service.

Posters praise “binge gamers” for their drive, “phone zombies” for their focus, “me me me millennials” for their self-belief and “snowflakes” for their compassion.

The army hopes to benefit on data that suggests younger adults want a job with a purpose PA

They are told “your army needs you” in a design that riffs on the First World War recruitment posters in which Lord Kitchener, the war minister, pointed at the observer while the banner read, “your country needs