WCRS unveils 118 118 direct-dial work

The directory enquiries service 118 118's moustachioed runners tackle an obstacle course in its latest television campaign through WCRS.

The spot aims to promote the 118 118 call-completion service, called Straight Thru, which connects users directly to the phone number they are requesting.

The two 118 118 runners are shown easily completing an obstacle course they are training on to prepare them to promote the new service.

The duo is seen running through sets of wild west-style saloon doors, tossing balls through rings and diving through tubes. They yell "straight through" on completion of each obstacle.

The spot finishes with a voiceover explaining: "Now you only need to make one phone call when you call directory enquiries and you can be put straight through to the number you require."

Toby Pschorr, the board account director at WCRS, said: "In the run-up to 192 switch-off, we have now started to communicate product-specific messages that set us apart from the old 192 service. We are keen to keep refreshing our messages and stay nimble in view of a heavy marketing spend both from new and old competitors."

The ad will be aired on terrestrial and satellite channels with weighting given to programming such as Big Brother and V Graham Norton.

The £3 million campaign will be supported by Tube, press and radio activity.

The ad was written by Gary Dawson, art directed by Tony Hardcastle and directed by Jim Hosking at Partizan. Media planning was by Naked, with buying by OMD.