The ad campaign for 'The Number 118-118' is very distinctive. The main characters are 118 and 118, the 'Tireless Twins' who represent the service(s). The way the campagne is worked out is hilarious but to the point. It's also interesting the see how the campaign is translated into 'spoof' videos and even it's own microwebsite. Here another microwebsite. Creative thinking done by WCRS.

Creative, nice and enjoyable!

Oh yes. Here some extracts from the 'The Number 118-118' press release:

- From 12 March 2004 the 118 Boys will be dressed in tight, creamy yellow jumpsuits - but retaining their (slightly sleeker) trademark moustaches and mullets. Reminiscent of cops in the seventies, the 118 Boys can be seen coming to the rescue of people such as 'The Daddy who has burnt the food on the barbecue' and 'The Woman in need of the nearest plumber'.

- The 118 Runners made their TV debut in March 2003 and quickly became a hit with the UK public. Their trademark vest was the must-have garment last summer, with tens of thousands sold to raise GBP 200,000 for Cancer Research UK.

- The new advertising campaign is the start of a GBP 10 million marketing push which aims to promote the additional services which The Number offers to callers, such as unlimited numbers, nearest category number, cinema listings, full category searches and the ability to be 'put through'.

- The Number currently has approximately 50% of the UK directories market, handling millions of calls each week from its call centres in Cardiff, Plymouth and Manila. Numbers given to callers are independently verified to achieve accuracy that is consistently higher than 90%.