The advertising has been created by TBWA\London and focuses on avoiding bad experiences by using . Some of the scenes shown include choosing a bad holiday, buying theatre tickets and hassle-free shopping.
With search being the second most popular activity on the web after email, Ask Jeeves is battling to win users away from other search engines such as Google and Yahoo!.
The advertising is aimed at reaching commuters on their way home, where they are then likely to surf the internet. The outdoor ads will appear at railway and London Underground stations, with print ads appearing in the Evening Standard.
Ask Jeeves said that its research showed that the site was already used regularly to find entertainment, financial services, holidays and online shopping outside of work hours.
"The goal of this integrated campaign is to capitalise on user habits and catch people on their way or at home to help them further realise the benefits of Ask.co.uk," Aylin Savkan, vice-president of marketing and strategy, said.
The campaign will support new television ads that broke in October, and will be accompanied by online work by Profero -- yet to be announced. It will highlight the fact that Ask can provide relevant searches.
Jonathan Mildenhall, joint managing director of TBWA\London, said: "Ask Jeeves has tremendous brand recognition as a premier search engine. TBWA's creative purposefully set out to develop a range of scenarios around the 'Should've asked Jeeves' theme to further pre-existing brand awareness and ensure that users continue to return to Ask.co.uk."
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