Anyone seen this?! Not really one for the telly but stumbled across this last night (assuming it is actually 'new'?!). Well worth a watch - they've basically replaced JR Hartley with a 30/40-something techno artist trudging round 2nd hand record shops trying to find his only '92 release! Personally i'd have saved on the shoe leather, tapped it into discogs and found multiple copies for a quid, but there you go. Have a look - brings a smile to yer face and makes you feel old in equal measures......
New yellow pages ad, piss funny
- Thread starter Tyrie
- Start date
Lozzie
New member
In the glory years of British TV advertising, before the dancing girls were wheeled out and the auditors were wheeled in, AMV BBDO in London created a much loved spot on behalf of their client Yellow Pages. It starred an elderly man who wanders from bookshop to bookshop in search of Flyfishing, by J.R. Hartley. It is only when his enterprising daughter points him in the direction of the Yellow Pages that he locates a store with the book in stock, and reveals that he is none other than J.R. Hartley, looking for proof of his own literary efforts.
Nearly 30 years later, the Yellow Pages is now Yell - a mostly digital brand with a multiplatform offering and a series of challenges posed by the unstoppable march of the search engines and review sites that threaten to engulf it. To demonstrate that Yell still does what the Yellow Pages did best, Rapier, London have confronted the elephant in the room and given the Hartley legend a contemporary twist. A launch TV spot shows a slightly downtrodden musician in his late thirties trudging from record shop to record shop looking for a vinyl pressing of a dance track that was first released in 1991 - 'Pulse and Thunder', by Day V Lately. This time, it's the Yell app on his daughter's iPhone that locates the record, and Day V Lately himself is reunited with the evidence of his triumphant youth.
'JR Hartley was such a powerful presence to many people that it was impossible to ignore him,' explains Ed Morris, creative partner at Rapier. 'Yell serves a timeless need but operates in increasingly modern forms, so it seemed highly appropriate to reinterpret JR Hartley in a modern way. We're not being nostalgic, but bringing his appeal up to date.'
Meanwhile, a series of impressively dated-looking sites provide background to Day V's story, and vinyl copies of 'Pulse and Thunder', an old-school barnstormer, have been hidden in record stores around the country with the promise of reward in the form of 'the ultimate home DJ set-up' for those who unearth them. This also mirrors the original: 'Flyfishing' was released as a book following the runaway success of the commercial.
'The PR campaign also updates elements of what was successful about the original,' continues Morris. 'The release of 'Fly Fishing' supported the idea of JR Hartley as a real person, and in this case there is real vinyl to be found and much else besides that gives extra dimension to Day V Lately and blurs a few lines between what's real and what's created.'
Meanwhile, online, a site entitled 'Ministry of Found' highlights the ways in which Yell is helping consumers do business, with a particular focus on pop-up enterprises. The campaign is working alongside a number of successful entrepreneurs to create tutorials that offer invaluable advice to potential new business owners.
Timed to coincide with the rise in nostalgia for the fashions and sounds of the early 90s, it's possible that Day V Lately may represent something of a figurehead for the aging ravers settling comfortably into parenthood and domesticity whilst watching programmes like Sunday evening ratings winner Dancing on Ice, during which the ad premiered.
When combined with a groundswell of consumer support for the sort of local businesses indexed by Yell, this campaign could help jump-start a brand both beloved and beleaguered.
www.ministry-of-found.com
Nearly 30 years later, the Yellow Pages is now Yell - a mostly digital brand with a multiplatform offering and a series of challenges posed by the unstoppable march of the search engines and review sites that threaten to engulf it. To demonstrate that Yell still does what the Yellow Pages did best, Rapier, London have confronted the elephant in the room and given the Hartley legend a contemporary twist. A launch TV spot shows a slightly downtrodden musician in his late thirties trudging from record shop to record shop looking for a vinyl pressing of a dance track that was first released in 1991 - 'Pulse and Thunder', by Day V Lately. This time, it's the Yell app on his daughter's iPhone that locates the record, and Day V Lately himself is reunited with the evidence of his triumphant youth.
'JR Hartley was such a powerful presence to many people that it was impossible to ignore him,' explains Ed Morris, creative partner at Rapier. 'Yell serves a timeless need but operates in increasingly modern forms, so it seemed highly appropriate to reinterpret JR Hartley in a modern way. We're not being nostalgic, but bringing his appeal up to date.'
Meanwhile, a series of impressively dated-looking sites provide background to Day V's story, and vinyl copies of 'Pulse and Thunder', an old-school barnstormer, have been hidden in record stores around the country with the promise of reward in the form of 'the ultimate home DJ set-up' for those who unearth them. This also mirrors the original: 'Flyfishing' was released as a book following the runaway success of the commercial.
'The PR campaign also updates elements of what was successful about the original,' continues Morris. 'The release of 'Fly Fishing' supported the idea of JR Hartley as a real person, and in this case there is real vinyl to be found and much else besides that gives extra dimension to Day V Lately and blurs a few lines between what's real and what's created.'
Meanwhile, online, a site entitled 'Ministry of Found' highlights the ways in which Yell is helping consumers do business, with a particular focus on pop-up enterprises. The campaign is working alongside a number of successful entrepreneurs to create tutorials that offer invaluable advice to potential new business owners.
Timed to coincide with the rise in nostalgia for the fashions and sounds of the early 90s, it's possible that Day V Lately may represent something of a figurehead for the aging ravers settling comfortably into parenthood and domesticity whilst watching programmes like Sunday evening ratings winner Dancing on Ice, during which the ad premiered.
When combined with a groundswell of consumer support for the sort of local businesses indexed by Yell, this campaign could help jump-start a brand both beloved and beleaguered.
www.ministry-of-found.com
Re the highlighted paragraph
I think you will find 95% of us are still getting out at weekend getting ripped off our fucking tits while spinning choona for jollies...
Domesticated? My arse.
( And it's Strictly come dancing in this house )
I think you will find 95% of us are still getting out at weekend getting ripped off our fucking tits while spinning choona for jollies...
Domesticated? My arse.
( And it's Strictly come dancing in this house )
Haven't seen the ad yet, but sounds like a cool change
A pity they didn't use real bedroom producer from back in the day though
