Conduit, owner of 11 88 88, says that the campaign will be one of the biggest seen to date in the UK
Created by Partners BDDH, the advertising will reinforce the number through the "double one double eight double eight" jingle, and with the cartoon superheroes who appeared in earlier work now transformed into live-action figures.
Different executions will show the characters on stage using a bizarre range of musical instruments and knockabout stage antics to perform the 11 88 88 jingle in a variety of musical styles.
The creative team working on the ads were copywriter George Learney and art director Ben Parton. The director was Tim Kirkby and the production company was Godman.
Conduit says that the campaign, with media through the Media Planning Group, will ensure that 11 88 88 becomes the most widely seen ad of the summer. Time was booked and paid for in March this year to secure the most prominent positions, with media to include national television, radio, print, posters, tube cards and bus advertising.
Gary Purcell, sales and marketing director at Conduit, said that the switch-off period was critical to the long-term success of the service.
"We have committed to the UK's biggest directory enquiry marketing campaign in order to be the dominant force over this period," he said.
Partners BDDH's campaign goes up against The Number's "Rocky" spot, created by WCRS and starring the moustachioed joggers 118 and 118.
The clash of the two campaigns pits 11 88 88's old-style jingle and cheaper price against the humorous zeitgeist-ish brand-building campaign of 118 118, which promotes its more expensive service.
Widespread confusion is predicted when the 192 service is closed for good on August 24. People dialling 192 will hear a recorded message directing them to a freephone number, where they will be given one of the new 118 numbers to dial at random -- meaning that three calls will be made before the number can be found.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .