Mother's brief on its first work for Yell was to reconnect people with the service -- something that the company thought had been missing from previous work that was personality or character-led. To do this, the agency decided to showcase the people behind the service, instead of highlighting the product's benefits. A poem called 'The Ode' was written especially for the ad and read by Barry Marsh from Abbey Pest Control in Northern Ireland. It backs images of everyday people going about their business -- businesses that fill the pages of the big yellow book and its internet service. The shots, which are all played in slow motion with the characters staring intently at the screen, range from a plasterer and a roofer to a cake maker and a vet, who is handling a tiny blue budgie with a broken wing.

This article was first published on Campaign Work

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