Yell unveils 118 247 cartoon campaign

Yell, the international directories business, is launching its first stand alone advertising campaign for its UK business directory enquiries service 118 247.

The animated campaign features the signature tune of cult internet character Magical Trevor and has been devised by Rapier. It breaks tomorrow (March 20) and runs for three months across terrestrial, satellite and cable channels.

The 30 second ad features a number of humorous scenarios demonstrating how 118 247 can help consumers find the service they urgently need. It carries the strapline “Directory heaven from Yellow pages” and begins with a call centre advisor depicted as an angel.

It uses the Magical Trevor signature rhyme to help remember the enquiry numbers and the character himself makes an appearance in once scene. The theme tune will be available as a downloadable ringtone and campaign website will allow users to interact with a poll gauging whether they love or hate the ad.

Here will be a 60 second version of the ad posted on Yell’s Youtube site and also supporting radio activity.

Magical Trevor was created by animator Jonti Pickering, whose work has a worldwide internet following.

The campaign has been overseen by chief marketing officer Helen Stevenson.

Head of marketing communications John Hayward left the company in December. Ell announced it was axing 350 jobs as part of a restructure late last year.


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