Yell launches new wave of ‘Think Yellow Pages’ TV advertising - 21 August 2002
Yell, the international directories business, is to launch a second burst of TV advertising in September, reinforcing the ‘Think Yellow Pages’ message, first aired in June and July this year. The five new advertisements, to be broadcast from Monday September 2, feature short, humourous executions aimed at raising awareness of the Yellow Pages brand.The scenarios, inspired by everyday situations and emotions, are used to illustrate the wealth and diversity of classifications in Yellow Pages directories. They incorporate thought bubbles of directory classifications to humourously reflect the characters’ different responses to a situation.
For instance, one scenario shows two women re-applying their lipstick in a nightclub cloakroom. One woman, already at the mirror, looks at the other as she approaches and thinks ‘Beauty Salons and Consultants’. In response the other woman, aware of the nasty stare, thinks ‘Catteries’. Another execution features a lovestruck rabbit in a field. The first rabbit winks and thinks ‘Introduction Agencies’ whilst the other rabbit nervously thinks ‘Family Planning’.
Created by Abbott Mead Vickers BBDO, the new £2.8 million nationwide campaign, will run for eight weeks on ITV, Channel 4, Channel 5 and satellite television. The advertising adopts a 10 and 20 second format, first launched in the June 2002 campaign, to provide viewers with more frequent reminders of the advertising and to create more punchy executions. Each endframe features the ‘Think Yellow Pages’ message and the Yell.com url.
John Condron, chief executive of Yell, publisher of Yellow Pages, said: “Our five new advertisements will reinforce the ‘Think Yellow Pages’ message to directory users this autumn. Our aim is to encourage consumers to think of Yellow Pages or Yell.com in whatever situation they may find themselves, and to introduce a wider range of possible Yellow Pages and Yell.com uses to viewers across the UK.”
