The campaign, which runs in two bursts, breaks on Sunday. The first tranche, which runs through June and July, will focus mainly on its traditional directory brand Yellow Pages in an attempt to remind consumers to use the Yell directory services when they need to look up a business or service.
The ads will feature a number of humorous executions, based on lifelike, everyday situations such as a father changing a baby's nappy. Each ad features a thought bubble, which shows a service that could be relevant to the situation.
In the "nappy changing" spot, a bubble appears as if it is being thought by the baby with the words "adoption services", while the father's thought bubble contains the service "damp proofing".
The campaign, created by Abbot Mead Vickers BBDO, runs across ITV, Channel 4 and Channel 5. A second burst of TV ads will run in the autumn.
John Condron, chief executive of Yell, said: "Our aim is for consumers to engage with the advertisements and to encourage them to think of Yellow Pages and Yell.com whenever they need to solve a problem. Our new strategy adds a fresh dimension to our brand advertising while building on the themes of our successful 'house' and 'bagel' campaigns."
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