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The Number 118 118 wants people to know that its service provides every number in the phone book, even residential listings, with its latest TV spot by WCRS. In the film, the inimitable pair of 118s are sitting at a dinner table cutting up a phone directory as if they were slicing a cake. 118 tells his friend: 'You are what you eat 118', and then one of them appears to be choking. The other asks what is wrong, to which the first replies: 'I had a chemist stuck in my throat.' With just weeks to go until directory enquiries are deregulated, the aim of the execution is to convey the message that 118 118 is a complete alternative to 192, with full residential listings as well as business numbers. Media planning and buying is by OMD UK.