Recruitment Ad

Approaching a recruitment ad for law enforcement is especially tricky in 2024. Not many young people look at policing as a viable career track. It’s a dangerous, underappreciated, often underpaid, and thankless job. Constables are no exception. 

 

Often called “paper pushers,” they get a bad rep, even in law enforcement circles, as not being “real cops.” In Travis County, that connotation misses the big picture. Constable deputies in Travis County write tickets, face riots, assist civilians, arrest bad guys, break down doors, and yes, serve papers.

 

Chief Daniel Johnson from Precinct 2 approached us with a need for a recruitment ad that could target law enforcement officers across the spectrum: young officers fresh out of the academy, and experienced officers looking to make a change. 

 

Our vision was simple - acknowledge the elephant in the room and prove to the audience their idea of the job might be a misconception. The opening line of the voiceover says it straight out, “They say we’re just paper pushers. That we never see action.” If you think that’s true, you might just mess around and find out.