Fallon launches ad for BT three-in-one telephone directory

campaignlive.co.uk, Friday, 30 July 2004 12:00AM

Fallon has created a TV campaign to support the launch of BT's new Phone Book.

It positions the book, with its new three-in-one format (including a classified directory, A-Z residential listing and business section) as the directory with all the numbers you could ever need.

Called "the experiment", the ad opens on a man sitting in a bare room wearing shorts and a T-shirt, and with nothing except the BT Phone Book for survival.

Through the course of the ad he uses the book to feed himself, furnish the room, and host a party for himself in just a few days. On day one, he orders a pizza. By day three, has bought a sofa and finally he invites his friends round.

The campaign, which breaks on Sunday, was created by Dave Masterman and Ed Edwards. Scott Vincent was the director through the production company Hungry Man.

The media, which was planned and bought by The Allmond Partnership, will be concentrated around primetime programmes for an initial period of five weeks.

This article was first published on campaignlive.co.uk


You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs