The ad campaign, created by Abbott Mead Vickers BBDO, shows Nesbitt using the Yellow Pages to get himself out of some tricky situations.
In one spot, called "yoga", Nesbitt uses the Yellow Pages to find a yoga class in an attempt impress a new girlfriend. However, on the next day, it is obvious his efforts have gone awry -- he is shown using the directory to find a local chiropractor.
The second ad, a 50-second spot called "haircut", shows Nesbitt using the Yellow Pages to find a hairdresser after a haircut he has given his young niece goes disastrously wrong.
The spots break this week and run until the end of April. They were written and art directed by Andy McKay and Mary Wear, and directed by Paul Goldman through 2AM. Television buying was by the Allmond Partnership and PHD handled the media planning.
John Condron, chief executive of Yell, said: "James is a very endearing character and one with which millions of viewers will associate. Like all of us, he sometimes needs help. Our goal with these advertisements is to reach out to a wide audience of existing and potential Yellow Pages users and remind them how they can find a solution just by picking up Yellow Pages."
The campaign breaks just as Yell launches its new telephone information service, Yellow Pages 118 24 7. The service is also backed with advertising created by AMV, with a press campaign breaking today to be followed by further activity in the coming months.
Nesbitt is riding a new wave of popularity following the final season of 'Cold Feet', the ITV series about three Mancunian couples that has made him a household name. While appearances on the front pages of Sunday tabloids may have linked him with sex and drug scandals, Nesbitt is still no stranger to commercials, most recently appearing with Jamie Oliver in Sainsbury's Comic Relief tie-in ads on television.
Last year, Lloyds TSB axed an advertising campaign starring fellow 'Cold Feet' star John Thomson, who played Pete, and Joely Richardson after Thomson was banned from driving after being convicted of drink driving. He had been appearing in a car insurance ad for the bank.
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