The Number launches new £10m campaign

The Number is launching a £10m campaign featuring two Seventies-style cops, marking a considerable change to the 118 118 characters as they transform from their previous incarnation as runners. The campaign airs from Friday, and sees the characters changing from running gear to creamy yellow all-in-one jumpsuits as they take on the role of police officers. In the ads, the characters are seen using the 118 118 service as an investigative tool, showcasing the directory’s services, such as multiple numbers and its ‘finding the nearest’ service. The executions are the first phase of a year-long campaign featuring the new-look characters. The TV campaign, by WCRS, will run for five weeks. Media planning and buying is through OMD UK. 118 118 says the reason for the change is not as a result of the ASA upholding David Bedford’s claim the ads used his image.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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