Yell 'Day V Lately' by Rapier

4.8 8 Votes

Yell has remade its classic 'fly fishing' ad starring J.R. Hartley as part of a new campaign.

Rapier is behind the ad which features a new leading man in the search for a lost music track 'Pulse & Thunder' and shows him searching for the track online.

Watch the ad above, as well as the original 1983 version.

The campaign includes a competition to find the lost 'Pulse & Thunder' record, which will be hidden in independent music shops across the UK, with a chance to win a home DJ set-up.

In addition there is an integrated marketing campaign called ‘Ministry of Found’.

The campaign aims to make shop space accessible to all, not just big brands. It consists of working with a number of successful entrepreneurs to create tutorials that offer advice to potential new business owners. 

More information can be found at

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Released: 07 February 2011

Creative in this campaign:

Related Creative:


Campaign title
Day V Lately

Executive creative director
Ed Morris

John O’Donnell

Art director
Ed Morris

Agency planners
Matt Boffey and John Shaw

Agency producer
Zoe Barlow

Agency account management
Andrew Brooks and Philippa Cripps

Media agency

Media planner at PHD
Toby Nettle

Production company
Gorgeous Enterprises

Chris Palmer

Paul Watts at The Quarry

Post production
The Mill (grade), Framestore (online)

Audio post production
Grand Central

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