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.


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.

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