The new recruiting campaign by the Royal Marines has to be one of the best examples of subliminal 'guerilla marketing' ever.
For a tiny budget, you get shed-loads of publicity which has a double payoff.
First, you only attract recruits who aren't fazed by the thought of being encouraged by an officer (dressed as a schoolgirl) to get drunk and naked round a campfire. While bareknuckle fighting each other. Until an NCO in a surgical gown and mask kicks you unconscious. That should halve the dropout rate by ensuring the fainthearts don't apply.
The second payoff - well, would you want to fight against a bunch of people who do this to wind down and relax ?