A new campaign by the agency marks the return to UK TV advertising by the internet portal. Its most recent TV appearance came in the form of sponsorship idents for Channel 5, featuring a growing gerbil, which were created by the UK incumbent HHCL & Partners.
It is not thought the financial project will threaten HHCL's hold on the UK account, as Yahoo! uses local agencies as well as retaining Euro RSCG Worldwide on a global basis. The San Francisco-based Euro RSCG Black Rocket, which was acquired by the network this year, has handled Yahoo!'s US above-the-line account since 1996.
The Yahoo! UK & Ireland marketing director, Lindsay Biggart, said: "Euro RSCG was used because the product innovation strategy has been led from the US. We'll continue to use HHCL & Partners for local projects in the run-up to Christmas and next spring."
The campaign will air on ITV and Five in the London area, and in cinemas nationally, and aims to encourage consumers to trial Yahoo!'s personal finance services. It plays on the target audience's natural distrust and suspicion of financial marketing, showing a naked man tied to a tree in a park as the victim of a practical joke at the hands of his friends.
The ad was written by Mark Wnek and art directed by Olly Caporn. It was directed by Rory Rooney through Spectre. Media planning and buying is through Manning Gottlieb OMD.
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