This ad shows James' girlfriend for the first time and heralds the start of a new era in his life. James uses the insurance guide in his Yellow Pages directory to phone around for some car insurance quotes. The phone enquiry is cut short as he discovers he is about to become a father. The ad ends comically with him trying to fit a baby seat into the back of the Corvette and then calling in a quote for a more practical people carrier.

Yellow Pages sponsored the ITV reality TV show ‘The Block’ which followed four couples as they competed on a limited budget to renovate identical houses for a cash prize. The sponsorship meant that Yellow Pages credits were seen both at the start and end of the programme and around all the advert breaks. In addition, viewers were directed to ‘The Block’ Web site, which was sponsored by Yell.com. Click on the links below to view some examples of the sponsorship credits for the Block.

Following on from the launch of the James campaign in March 2003, starring James Nesbitt, from ITV1's 'Cold Feet', a second burst of national TV advertising began in December. The aim of the campaign was to reinforce Yellow Pages position as the first place to look for information on goods and services. The ads ran nationally on ITV, Channel 4, Channel 5 and satellite until the middle of March 2004.

'Haircut' features James searching frantically for a children’s hairdresser after making a mess of cutting his young niece’s hair.

'Yoga' features James using the Yellow Pages to find a yoga class to impress a girlfriend, and a chiropractor after the class proves too strenuous.