Claire: Beale: A phone call used to do it, but now you need to Yell
Monday 14 February 2011
It’s time for interviewers to do a little self-questioning. With Piers Morgan installed on CNN as “the new Larry King” and the BBC sheepishly parting company with its gaffe-prone chat show host, Jonathan Ross, the interview discipline is struggling to retain its sense of gravitas.
Readers of a certain age will remember JR Hartley. The old gent trawling secondhand bookshops for a copy of Fly Fishingwas advertising gold. Good old Yellow Pages reunited the fictional author with a copy of his magnum opus and Mr Hartley could die happy. Notso Yellow Pages.
Thirty years onand the big book has lost its relevance. In a Google world, who needs a paper directory that’s out of date before it’s left the printers? YellowPages is now Yell, and a new ad campaign wants us to know it’s also a website and an app. This time it’s Day V Lately, a washed up DJtrying to track down a vinyl copy of his early 1990s trance hit Pulse and Thunder.The new ad is a homage to the original. But what a difference three decades make. Back in old Hartley’s time, the blockbuster TV ad was a commercial firework. It launched, we oo-ed and ah-ed and then it was over.
Now a TV ad is just one flame of a commercial bonfire that smoulders long before and after that TV campaign has done its work. So should you happen to be a fan of early ‘90s trance tracks, you might discover a dog-eared vinyl copy of Pulse and Thunder in your local second hand record shop. Buyit and you’ll win a home DJ set-up. Search the web and you’ll find limited editions of the tune available, and check out dayvlately. com and you’ll find what looks like a 1990s website for the DJ.
According to Rapier, the agency behind the campaign, creating a sitewithcrude graphics typical of the early days of the web was one of the hardest things to get right. The new Yell work is a brilliant example of how multi-layered campaigns can be. But you can’t help feeling nostalgic for a time when you could make an ad, show it on the two channels available, and wait for the nation to applaud. Claire Beale is editor of Campaign
Israel-Gaza crisis: YouTube footage shows scale of destruction after 50 days of shelling
Keira Knightley topless: Conservative actress does own take on #Freethenipple campaign for Interview Magazine
iPhone 6 'hidden code' could indicate sharper screens or bigger phones
Joan Rivers: 'Palestinians deserve to be dead'
Ebola virus: It's ripped through towns – now the deadliest ever outbreak of the virus is heading for Africa's teeming cities
- 1 Unseen Charlie and the Chocolate Factory chapter deemed 'too subversive' released
- 3 Joan Rivers: 'Palestinians deserve to be dead'
- 4 A teacher speaks out: 'I'm effectively being forced out of a career that I wanted to love'
- 5 Mexican woman becomes world’s 'oldest person' at 127
- < Previous
- Next >
£20000 - £45000 per annum + uncapped: SThree: Key featuresA highly motivated ...
£18000 - £30000 per annum + uncapped: SThree: Do you feel you sales role is li...
£85000 - £100000 per annum: Ashdown Group: Head of Marketing - Slough, Berkshi...
£18 - 20k + Bonus: Guru Careers: An Administration Assistant / Office Assistan...