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.