The advertisement shows two trendy young women, one Chinese, putting on make-up in the toilets of a bar. Their reflection in the mirror shows them in the uniform of the new Police Service of Northern Ireland. "Towards a true reflection of the whole community" is the logo of the campaign.
There are two other newspaper advertisements on the same theme. One shows a young man at a restaurant table, chatting on his mobile phone. A mirror nearby shows him in a police uniform.
The adverts were shown to the media yesterday by the Consensia Partnership, a group of companies acting as independent recruitment specialists for the new force. They include management consultants Deloitte & Touche; occupational psychologists Pearn Kandola; AV Browne Advertising; and a medical services company which wishes to remain anonymous.
The RUC Chief Constable, Sir Ronnie Flanagan, said he hoped Catholics and people of all religions, races and both genders would join the new force. He regretted that the SDLP and Sinn Fein were not backing the recruitment drive but hoped that their support would be "forthcoming in due course".
The closing date for the first round of applications for the force is March 30th. A total of 240 people will be recruited, half of them Catholic.
The Consensia Partnership will be responsible for providing a pool of possible recruits and the final selection process will be implemented by Sir Ronnie.
Mr Philip Heaton, director of the Consensia Partnership, said it was "the most important human resources project of the new millennium in Northern Ireland and the UK". He said the "reflections" theme stressed inclusivity, not just in terms of religion, but in terms of gender and race.
This round of adverts, plus a summer campaign, is costing £750,000. The television adverts begin tonight on UTV and Channel 4.
The adverts emphasise the pay on offer. The salary for a new recruit is stg£17,133, rising to £19,170 on successful completion of training. After five years an officer will earn £22,257. After 10 years this rises to £25,035 and it reaches £27,114 after 15 years.
Adverts will appear in Northern, Southern and British newspapers.
The only criteria for applicants are that they be aged 18-52; Irish, British or Commonwealth citizens; and meet certain eyesight requirements. No educational or other qualifications are necessary.