Ultimate Classroom program shows potential for ADF recruitment of STEM students

The program features 18 Australian students tackling science, technology, engineering and mathematics (STEM)-focused challenges guided by Australian Defence Force personnel, such as cracking codes, flying drones and launching rockets

“Ultimate Classroom demonstrates the power of long-form branded content and its growing demand, which is why advertisers like Defence are returning for a second series,” said Paramount Australia chief sales officer Rod Prosser for the launch earlier this year.

“These remarkable students left us inspired as they conquered each challenge, while our ADF personnel made STEM engaging and exciting. We can’t wait to build on the fan base from season one.”

Defence Force Recruiting (DFR) considers the educational television series to be aimed at inspiring Gen Z to consider a Defence STEM career. Ultimate Classroom is DFR’s first use of a television program as part of recruitment and previously each challenge was allocated a uniformed mentor from a related field.

“Season two is a testament to the strength of long-term creative partnerships. Together, Defence Force Recruitment, Paramount Brand Studio and UM have built a campaign that engages young audiences through entertainment with purpose,” said Lisa McMillan, managing director, Australian Government, UM.

“Ultimate Classroom continues to demonstrate that creating emotional connections through highly engaging content can deliver both cultural impact and powerful marketing outcomes.

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“UM is proud to champion Ultimate Classroom’s second season which strikes the right balance of laughter and learning while showcasing the ADF’s impressive personnel and tools in order to connect with Australians and spark curiosity about the people and roles that make up the ADF.”

ABC television program Gruen, which hosts a panel of advertising industry representatives, has also debated the program’s approach.

“There’s 60,000 people that are in the defence force, there’s a cook and there’s a priest and there’s a dentist and there’s the person who’s really good at cyber and yes, there’s the person who’s very good at shooting. So, in a way, you’re just building a small city,” media personality Russel Howcroft said.

“A 60,000-person city of all the different skills that are required. So this is just a very small campaign of part of a much bigger campaign and for that smart person to, you know, the one in 1,000 that this appeals to, they then have an incredible career in front of them.

“If you do join the Australian Defence Force as an 18-year-old and go to university, they’ll pay you to go to university. You then got to put in a few years. You might become an officer of cyber and by the time you’re 27, you don’t have to do it anymore. And I think a lot of people don’t realise what an amazing career option it is for them.”

BMF Australia chief strategy officer Christina Aventi said there is already immense competition for STEM careers and the show is potentially a smart move by Defence.

“This is smart given they’re competing for the same talent that Atlassian and Google are also competing for. Engineers and roboticists, those kind of things,” she said.

“I wonder if my discomfort with it would change if we were in peace time rather than active wartime where I’m seeing satellite footage, drone missiles happening and it just feels a little bit too proximate for me.

“Obviously, I value the defence force, particularly during disaster relief and those kind of things. But yeah, I just wonder if the discomfort is because of the times we’re living in now or how it feels too covert.”

The series is the result of collaboration between Paramount Brand Studio, Defence, UM and Mediabrands Content Studio.

Robert Dougherty

Robert is a senior journalist who has previously worked for Seven West Media in Western Australia, as well as Fairfax Media and Australian Community Media in New South Wales. He has produced national headlines, photography and videography of emergency services, business, community, defence and government news across Australia. Robert graduated with a Bachelor of Arts, Majoring in Public Relations and Journalism at Curtin University, attended student exchange program with Fudan University and holds Tier 1 General Advice certification for Kaplan Professional. Reach out via email at This email address is being protected from spambots. You need JavaScript enabled to view it. or via LinkedIn.