The campaign, created by Abbott Mead Vickers BBDO, comprises five short executions demonstrating the diversity of classifications in the Yellow Pages.
One shows two women in a nightclub bathroom, applying lipstick. The woman already at the mirror looks at the other woman, and thinks "beauty salons and consultants". The other sees the bitchy look she is being given and thinks "catteries".
Another shows two amorous rabbits in a field, with the first rabbit winking, with the words "introduction agencies" appearing, while the other rabbit nervously thinks "family planning".
The ads will show on ITV, Channel 4, Channel 5 and satellite channels for eight weeks, starting September 2.
John Condron, chief executive of Yellow Pages publisher Yell, said: "Our five new advertisements will reinforce the 'Think Yellow Pages' message to directory users this autumn. Our aim is to encourage consumers to think of Yellow Pages or Yell.com in whatever situation they may find themselves and to introduce a wider range of possible Yellow Pages and Yell.com uses to viewers across the UK."
Posting its financial results today, Yell said that it had recorded a pre-tax loss of £30.9m for the first quarter of the year, compared with a pre-tax profit of £29.3m for the same period last year. Turnover was up 28% to £248.5m.
Yell had been due to float earlier this year, but has postponed because of unfavourable marketing conditions. It said the cost of pulling its IPO was £15m.
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