The ad, in which three animated superheroes save people from spending too much on directory enquiries calls, was accompanied by the intrusive 'double one, double eight ,double eight' jingle.
Created by Partners BDDH, now Euro RSCG Wnek Gosper Partners, the campaign began last spring, but culminated with live-action figures performing on a music hall stage. The nerve-jangling singing and dancing was designed to be intrusive, irritating and memorable, according to Euro RSCG.
In second and third place respectively were Specsavers' makeover ad and Currys' 'Always cutting prices' campaign, featuring celebrity designer Linda Barker.
Adwatch, page 19.
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