There is no doubt that the new ad campaign for the Army is technically courageous, if not quite as courageous as the group of soldiers actually attempting to summit Everest and film their exploits along the way.
However, while there is merit in showing the attractive (well some would see climbing into what is called the death zone at 8,000m as attractive) "non-combat training" the Army offers, the campaign theme also nicely swerves around the public perception of Army life which is serving in dangerous theatres of conflict such as Iraq and Afghanistan.
And what happens if, god forbid, during this ambitious undertaking - being tracked 'live' for the television ad campaign - something goes terribly wrong?
The soldiers have chosen to climb the notoriously difficult West Ridge - ascended successfully by just 13 people and never by a Briton - which means a huge physical challenge and many risks.
Back in London the ad agency, while not risking life and limb, will still be faced with all manner of potential logistical problems - weather, equipment issues on the mountain and dodgy satellite links to name a few - in delivering on its promise to put 'live' footage of the ascent into television ads within 48 hours of it being recorded.
A bold plan that could turn out to be either a recruitment winner, or a public relations nightmare.
