118 Twins dropped in latest TV push

The 118 twins have been shelved for the latest television campaign for directory enquiries operator 118 118, casting doubt over the future of the iconic characters.

The twins, famed for their Seventies moustaches, headbands and running kits, have been the popular faces behind the successful ad campaigns for the service since 2003.

But The Number, the company behind 118 118, has announced a shift in treatment for its dial-up service and claims that the new ads show how everyday people are touched by the effect of 118 118, allowing them to do extraordinary things.

However, even though it is understood the twins will not return to TV screens at least for the remainder of the year, their moustaches and headbands will remain famous for a while.

One of the new ads features a car mechanic, a taxi-driver and a barman who suddenly become super-skilled when they don 118 118 moustaches and headbands, and the ads see the launch of a new endline: “This calls for 118 118.”

Gary Knight, the WCRS creative director responsible for The Number’s campaign says: “We wanted to move on from the ‘Got your number’ campaign featuring the twins and have some fun with different people from all walks of life. But of course, true to the brand, moustaches, and headbands are all over the executions.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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