118 118 calls on legion of runners in new ad

118 118 is calling on an army of moustachioed runners to star in its latest TV campaign to demonstrate the range of services it offers beyond directory enquiries.

brightcove.createExperiences();

The “Get Connected” ad depicts dozens of runners dressed as 118 118’s retro-styled brand ambassadors, acting out demands the brand receives from its customers – from requests for texted answers, listings and special offers.

It also marks the 10th anniversary of the brand’s launch in the UK.

The campaign, which launches on 27 December, is the first led by new global chief marketing officer Jean-Michel Maltais, who was appointed to the post in August.

Maltais says: “When we considered concepts for our next ad campaign, we wanted to insert a strong product message to demonstrate the service we provide for the UK, how important it is, and how many people use it. We then wanted that to capitalise on the entertainment power and goodwill offered by the 118 characters, as their image is instantly recognised and associated with our brand. The new ‘Get Connected’ campaign advertising is our best yet and will strongly reinforce the role of 118 118 for so many businesses and its usefulness in so many people’s lives.”

The company also hopes the ad to replicate the John Lewis effect and ntroduce the music of unknown artist Nolan Cormier to a wider audience, whose song “Hee Haw Breakdown” soundtracks the spot. The track from John Lewis’ current Christmas campaign, a cover of “The Power of Love” by Gabrielle Aplin topped the charts earlier this month.

The 118 118 campaign was created by Brooklyn Brothers.

Recommended

NorwichFCPic304

Norwich City FC eyes global brand status

Seb Joseph

From competing in the third tier of English football to vying for the attention of billions in the world’s most celebrated football league, Norwich has come a long way in three years and now has its sights set on exploiting the reach of its new found exposure.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now