NEWS: Yellow Pages celebrates 30 years in new film

Bobby Moore holding the World Cup aloft, Neil Armstrong setting foot on the Moon and a beleaguered Richard Nixon in the wake of the Watergate scandal are among the featured characters in a light-hearted commercial celebrating 30 years of Yellow Pages.

Bobby Moore holding the World Cup aloft, Neil Armstrong setting foot on

the Moon and a beleaguered Richard Nixon in the wake of the Watergate

scandal are among the featured characters in a light-hearted commercial

celebrating 30 years of Yellow Pages.



In a pounds 2.6 million campaign through Abbott Mead Vickers BBDO that

breaks from its familiar TV advertising, the BT-owned directory has

utilised old news footage to find incidents to link with Yellow Pages

headings.



In one sequence a pipe-puffing Harold Wilson appears under the heading

‘air conditioning’. In another, Clive Sinclair’s ill-starred three-

wheeled car, the C5, rolls in under ‘driving schools’. One shot shows

the Cambridge boat-race crew and boat sinking into the Thames under the

heading ‘damp proofing’.



Meanwhile, Nixon, insisting that ‘there can be no whitewash at the White

House’ invites the heading ‘public relations’.

The soundtrack is the original version of Days by the Kinks, a chart-

topper when Yellow Pages was in its infancy.



The campaign is first major ad initiative by Yellow Pages since it came

under fire in a Monopolies and Mergers Commission report in April which

criticised it for exploiting its position by overcharging advertisers.



The MMC report blamed the absence of effective competition to Yellow

Pages, recommended that it reduce its ad rates by 2 per cent and

suggested that it should be turned into a BT subsidiary so that its

profits could be published.



The new advertising which breaks this week on ITV, Channel 4 and

satellite channels, will run until the end of the month. It was created

by the art director, Greg Martin, the writer, Nick Bell, and the agency

TV producer, Larry Holland. Editing and special effects were by Frame

Store.