Britain's MI6 Secret Intelligence Service is using a movie-theatre ad in its push for more agents.
The goal is to attract more women and ethnic minorities into the ranks of agents made famous by the fictional spy James Bond.
The 30-second spot, titled But She Could and set to debut Monday, marks the first time MI6 has advertised in cinemas.
MI6 is advertising in cinemas for new spies. Here is its first ad… http://pic.twitter.com/5xzHvlzxRF
— @sam_lister_
It features a young woman in every day situations: running a race with friends, diffusing a potential dust-up at a coffee shop and working in a flower shop. According to the ad, she displays skills MI6 is looking for, including teamwork, dealing with delicate situations and the ability to read emotions.
Officials say they are seeking to promote more diversity in the service.
"I want everyone to know that, regardless of background, if you have the skills we need and share our values, there is a future for you in MI6,' SIS director Alex Younger said Friday, echoing previous comments he's made.
"Fundamentally, I want to put out a call for the best of Britain to join us and help make a difference regardless of where they come from. My ultimate goal is for more people to consider a career in MI6 and to get rid of the myth that it's all about having studied at Oxford or Cambridge or having advanced hand-to-hand combat skills," he said in an interview in February 2016.
In the past decade, M16 has begun seeking new recruits via a variety of advertising avenues.
'This woman doesn't work for MI6... but she could:' Spymasters seek diverse recruits with movie ad
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