Yell challenges a new generation with Facebook Competition

Some of you may have seen this already, Yellow Pages has revived its most famous advert for today’s iPhone generation, by resurrecting the ghost of JR Hartley.
I distinctly remember this advertising campaign originally aired in 1983. It featured an old man, attempting to track down a work about fly fishing. He was seen fruitlessly searching at different, dusty second-hand bookshops before returning despondently home.

The advert which featured classical actor Norman Lumsden, was frequently voted as one of the nation’s favourite and was parodied throughout the 1980s by a series of comedians, including Fry & Laurie, Jasper Carrot and Harry Enfield. The advert tugged at the heartstrings of the nation, so the remake has a lot to live up to. The new advert features a 40-something man traveling around record shops, flicking through racks of vinyl, in search of a trance record. His disc jockey name, or handle, is Day V Lately. His daughter then suggests using the Yell iphone app and the results are as in the original advert are fruitful.

Here’ the new 2011 advert,

What I like about this campaign is that Yell are giving you the chance to win some amazing prizes in their Golden Ticket competition. To be in with a chance of winning all you need to do is make your way to your local independent music shops to find a copy of Pulse & Thunder, a vintage piece of 90s dance history by Day V Lately. There are ten copies stashed in music shops nationwide – find one to be in with a chance of winning £10,000-worth of prizes! Really nice idea that brings a new audience into the campaign story and uses Facebook to generate mass interest. Users are driven to

and for those who never saw the original 1983 advert check it out here,


About w3bkitten

Creative Director at AKQA NYC

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