Not everyone is happy with the British army's new recruitment campaign.

The £1.6 million ($2.2 million) campaign forgoes the quick cuts of helicopters skimming the tops of trees, soldiers in the field and rockets firing.

Instead, the emphasis is on less tangible, though no less felt, questions about the army, including whether it’s ok to cry if you’re a soldier, the BBC reports.

Among other subjects, the campaign also addresses whether it’s ok to be gay in the British army:

General Sir Nick Carter, who’s in charge of the British army, said the campaign reflects the need to attract large segments of British society who don’t otherwise respond to more traditional recruitment campaigns.

“Our society is changing and I think it is entirely appropriate for us therefore to try and reach out to a much broader base to get the talent we need in order to sustain combat effectiveness,” he told BBC Radio 4′s Today program, according to the BBC. He said army applications have gone up by 30-35 percent in the past nine months.

Retired Major General Timothy Cross, however, told the BBC that the army was “really struggling” with recruitment and should not be trying to be “jolly nice to people.”