The Yellow Pages, owned by Sensis, has ditched its famous character Jan in its latest national advertising campaign created by creative agency Big Red.
The latest campaign features two TVCs. The first targets consumers encouraging them to choose the best local business for the job on Yellowpages.com.au.
The second targets businesses and positions Yellow as “Your digital marketing experts”. This invites business owners to visit yellow.com.au and let Yellow take care of the marketing while they’re busy running their business.
“Yellow has been helping Australians connect with the best local businesses for generations, 139 years to be exact, and we hope to continue inspiring Australians to make the start on getting things done – both for consumers and business owners – through the new campaign," Yellow executive general manager James Ciuffetelli says.
Both TVCs profile five small businesses as the hero of the campaign: Lucia Melbourne Hair, Adriano Carbone Master Tailor, Little Red Trucks Removalists, Guests Martial Arts and Flick Pest Control.
The campaign is running for four weeks on TV, radio, OOH, pre-roll and social media across 14 metro and regional areas.
It follows backlash against chocolate business Darrell Lea's recent "No worries, Jan" campaign, created by Melbourne agency Akkomplice, which imitated Yellow Pages' "Not happy, Jan" TVC. The original campaign aired in 2000 and was created by Clemenger BBDO Melbourne.
Sensis sent out a cease and desist letter to Darrell Lea which led to the new spot being withdrawn from air.
CREDITS
Client:
Yellow
Senior Marketing Specialist – Belinda Di Pietro
Marketing Specialist – Jennah Perucich
Agencies:
Big Red
Hatched Media
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