Behind the scenes: Yell's 'Dave V Lately' campaign

Watch Rapier's creative partner Ed Morris and Yell's brand and communications director David Parslow discuss the brand's modern twist on the opinion-splitting 'JR Hartley' ad.

Parslow claims Yell is still relevant and the ad is an opportunity to say "we're back".

He said: "We are trying to bring back some of the positive values and attributes from the old JR Hartley advertising. What we're trying to do here is to show we’re relevant in today’s world."

The Rapier ad is the first work by creative partner Ed Morris since he joined last year.

The aim, Morris said, was to use the "warmth of the past and goodwill towards the brand from that and modernise it and make it relevant. Same plot, 25-years later."

The ad depicts DJ Dave V Lately and his daughter searching for his lost trance track. The daughter suggests using Yell's iPhone app to find a wider choice of independent music shops, which proves to be successful.

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