Twin athletes Graham and Grenville Tuck are the latest British runners to claim that the advertising, which has been a huge hit with critics and viewers alike, has stolen their image.
It follows reports ealier this week that lawyers acting for the British runner Dave Bedford have filed a 拢200,000 lawsuit against the telephone directory company The Number, which operates the 118 118 service, saying that the company is trading on his persona without permission.
Now the Tuck brothers are considering sueing The Number for using their image without permission.
The Number has argued that the look in the ad -- long, flowing hair and a handlebar moustache -- was common in the 1970s and denied it was based on Bedford.
It has said, however, that it looked at pictures of a US runner, Steve Prefontaine, who was a friend of Bedford, but was killed in car crash in the 1970s.
The 118 118 campaign has been a huge success for creative agency WCRS, but since 192 was switched off, The Number has faced allegations of poor service.
One of the Tuck twins, Graham, told The Sun that he had been forced to shave off his moustache in the wake of the campaign's success. "When we trained, kids kept shouting: 'Got your number' -- like in the ads."
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