Yell, the directories publisher, is scrapping its famous character-led marketing strategy by featuring real-life advertisers for the first time.
The multi-million-pound campaign is the first from Mother since it won the company’s £20m advertising business in November last year. It also introduces a new strapline, “The people behind the numbers”.
Yell’s previous campaigns have featured JR Hartley and more recently James, played by Cold Feet actor James Nesbitt, created by Abbott Mead Vickers.BBDO. The real people featured in the new ads include a plasterer from Edinburgh, a roofer in Newcastle and a cake-maker in London.
The fully integrated campaign promotes Yellow Pages and 118 247 but not Yell.com, whose advertising account is handled by AKQA.
The TV and radio activity breaks on Thursday, while a poster campaign on the London Underground launches on March 26. PHD handled media planning and buying.