A new recruitment campaign by the British army is urging "phone zombies", "snowflakes" and "selfie addicts" to sign up.
In a series of posters and videos that were released on Thursday, the UK Ministry of Defence said it was trying to use such terminology to attract young people "looking for a job with purpose".
The posters were released on Thursday. Source: Ministry of Defence
The BBC pointed out that the poster designs "evoke the famous World War One image of the stern-eyed former British war minister Lord Kitchener", which told Britons "your country needs you".
The Lord Kitchener poster. Source: Getty
The 2019 incarnations use 21st century terminology, calling on "me me me millenials" and "phone zombies" to serve their country.
In a statement, Major General Paul Nanson said "the Army sees people differently and we are proud to look beyond the stereotypes and spot the potential in young people, from compassion to self-belief".
"We understand the drive they have to succeed and recognise their need for a bigger sense of purpose in a job where they can do something meaningful."
But not everyone is sold, with some on social media slamming the campaign.
