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
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