INTERNATIONAL GALLERY: Yellow Pages Bates

To lift the rather low use of Yellow Pages by local Hong Kong Chinese, Bates decided to create a series of commercials that illustrate in a humorous way the kind of problems a browse through the Yellow Pages can solve.

To lift the rather low use of Yellow Pages by local Hong Kong

Chinese, Bates decided to create a series of commercials that illustrate

in a humorous way the kind of problems a browse through the Yellow Pages

can solve.



We chose this particular execution because, at first glance, it appears

to be in very bad taste, but actually turns out to be very funny. The

scene opens on the face of a man who is obviously straining very hard to

do something. The camera then pans down to register his feet, which are

firmly planted on either side of a toilet bowl. The viewer is just

concluding the worst when the shot widens to reveal that he is, in fact,

struggling to unscrew a recalcitrant fitting on the washbasin in his

tiny bathroom - a travail he would not have had to go through if he’d

called a plumber using the Yellow Pages.



Country Hong Kong

Agency Bates

Client Hong Kong Telecom - Yellow Pages

Copywriter Spencer Wong

Art director Ron Cheung

Director Louis Ng

Production company Film Factory



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).