99.9% need not apply

The Royal Marines are running recruitment ads in cinemas and TV again, which stress how tough the course is (and it certainly is) and that “99.9% need not apply”. While not bashing the Royal Marines, who make most countries special forces look like traffic wardens, it does make me wonder why air such an ad via the biggest mass media available? If you are aiming at .01% of the population but are paying for national advertising isn’t that possibly the worst use of mass media?