The new campaign, which has also been created by WCRS, stays firmly in the 1970s but the running duo, who are still doing a fair amount of leg work, are this time out solving problems for a needy public with the simple use of directory enquiries.
The two moustachioed cops now cruise the streets in a classic 1970s auto. It is not quite a Ford Torino but the colour is kind of similar, it is a three wheeler "Bond Bug" that has to be opened by lifting the front of fibre glass car. What did you expect -- it is Britain in the decade that style forgot.
The ad launch ties firmly in with the big-budget movie remake of 70s cop show 'Starsky & Hutch' starring Ben Stiller and Owen Wilson, although in 118 118's case the runners both stay brown-haired.
Breaking on March 12, the multimillion-pound television ads take the campaign on from the launch and focus on services that 118 118 can offer above and beyond finding a simple telephone number.
The jumpsuited duo, helped out by a Huggy Bear character, come to the rescue of "The Daddy" who has burnt the barbecue, "The Woman" who is need of a plumber and "The Son" who is in need of a dentist -- services the pair quickly track down.
Ofcom did rule that The Number could continue to use the David Bedford runner likeness but with the legal problems aside The Number said it was time to move on.
The Number marketing director Alexandra Lewis said that the original 118 118 campaign had done its work, achieving 95% awareness according to Millward Brown and handling more than 50% of all 118 directory enquiry calls.
"This year there simply isn't going to be the confusion caused by so many new numbers, competitors and ways of charging. This means we can focus on the new services, which characterise The Number's distinct advantage for callers," she said.
Lewis said such services would include unlimited numbers, cinema listings, full category searches and call connection.
The campaign was written by Mark Nicholson and Dan Fisher, under creative directors Tim Robertson and Gary Knight. The campaign was directed by Jim Hosking and produced by Ella Sanderson through Partizan Midi Minuit. Communications strategy is by Naked and media buying is through OMD.
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