Magazine article Marketing

Adwatch: 118 118 - 'Restaurants and Doctors'

Magazine article Marketing

Adwatch: 118 118 - 'Restaurants and Doctors'

Article excerpt

This week's Adwatch is heaving with pretty basic campaigns lacking in creativity. These days a lot of ads look like they have been produced without the reckless hand of an ad agency.

It is not necessarily a bad thing, because sometimes it is refreshing to see ads that are there to sell, not just entertain. But while most of these ads have pretty clear propositions, they are so stripped back that they lack tone and warmth, and feel rather stark as a result.

However, the 118 118 ads and sponsorship work that I have been bombarded with for what seems like an eternity has been incredible and has dominated the market. In fact, if you asked anyone in the UK to name the best directories service, they would likely respond in a shrill voice '118 118'.

It is populist, fun, modern, quirky and engaging, and that, ladies and gentlemen, is the real awe-inspiring power of advertising.

Sadly, the reality of 118 118 is none of these things, unless you call employing people who can't speak your language and do not know what they are doing as 'quirky'. …

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