Yellow Pages moves car insurance up a gear with new James Nesbitt TV ad - 17 April 2006
Yell today launches a new Yellow Pages TV ad featuring James Nesbitt, which shows his character’s girlfriend for the first time and heralds the start of a new era in his life.The TV ad is part of a seven figure integrated marketing campaign to drive usage of Yellow Pages and promote its Insurance Guide.
James Nesbitt once again plays the hugely popular and humorous character of ‘James’ that he has portrayed in previous TV adverts for Yellow Pages and Yellow Pages 118 24 7 since 2003.
The campaign launches with a humorous 30 second TV ad showing Nesbitt’s well known laddish character moving into a new stage of his life – impending parenthood - with the introduction of a girlfriend ‘Katie’, played by actress Vanessa Earl.
The ad shows James on the phone getting an insurance quote for his sleek two seater red corvette, with the phone enquiry being 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.
To further support the Insurance Sector, Yell will be launching its first ever televised promotion, giving users of the Insurance Guide the opportunity to win one of ten BMWs. Yell will also be supporting usage with radio and PR activity and the promotional TV ads will be supported by directory inserts and door drops.
Ann Francke, Yell’s chief marketing officer in the UK, said: “This latest campaign represents a major investment and reinforces Yell’s commitment to driving usage for our advertisers.
“We expect it to provide a significant boost not only for our advertisers in the Insurance Guide but for all advertisers across the whole Yellow Pages directory. It highlights that it doesn’t matter where our users are or what they are looking for, Yell will be able to help them find what they want.
“We’re continually bringing the book in line with consumers’ changing needs so it’s a logical step to show James moving on in his life, while simultaneously communicating the breadth of business listings in Yellow Pages to suit the needs of people at all stages of their lives.”
The new nationwide TV campaign will run on ITV, C4, C5 and satellite channels and was created by Abbott Mead Vickers BBDO and directed by Paul Goldman. Media planning and buying was undertaken by PHD.
