"The idea of chasing an ice-cream van down the road should spark off the same nostalgic glow in the target audience as the exaggeratedly 70s outfits of the runners. So there's a certain logic to the whole extraordinary spectacle. Still, I don't envy the executive who had to answer the client's question: 'Why an ice-cream van?'"
Client: 118 118 The Number
Medium: Ice-cream van
Media planning: Juliette Hughes at Naked Communications
Outdoor buying: James Davies at Hyperspace
Creative: Naked Communications
Brief: Extend the impact of the TV campaign and engage the target
audience directly around the country