LONDON — It’s late night in a British home. In the darkness, the flashing colors of a video game light a teenager’s face, his gaze fixed on the screen.

“Can’t get him off that thing,” his father says. “Up all night, he is.”

Then the image suddenly flips to soldiers in the field at night as a voice-over says: “Stamina. Don’t underestimate it.”

This is one of several new recruitment ads the British Army rolled out on Thursday, portraying the derogatory labels applied to young people as strengths. In a statement, the army said it saw “compassion in ‘snowflakes,’ self-belief in ‘me me me millennials’ and drive in ‘binge gamers.’ ”

Tapping into the anxieties of people growing up in a digital world — and their parents — the campaign says that what society often sees as a weakness or character flaw can be considered a strength in the army.