Opinion

Yellow Pages goes under – here’s some classic ad breaks


News is breaking that Yellow Pages (owned by Hibu) is buckling under a debt mountain, and is likely to be sold to creditors.

Unsurprising – their business model never kept pace with the likes of Google.

So, to commemorate the brand, here are three absolute classic pieces of advertising. Which, frankly, modern advertisers could learn a lot from…

First up: Mistletoe

Why is it so brilliant?

Because it plays on our emotions – not only around Christmas and all the cheer that can bring, but around the first kiss that we all remember.

Secondly: French Polish

Again, brilliant.  We’ve all been there – having to hide the evidence of a minor misdemeanour (apart from me.  Because I’m angelic. Obviously) when we’ve been entrusted with the house for the weekend.

It’s funny – and so true to life.

Finally, J R Hartley.

Who can fail to love the old man who just wants to get a copy of his book?  Had this been released now, he’d be a social media superstar with an online treasure hunt to get the community involved in tracking down his prized publication.

As it was, Mr Hartley was the grandfather we’d always save the last Werther’s for.

With these adverts, Yellow Pages understood one thing.

That it wasn’t an important product all by itself.

What was important was how it connected YOU with the things that were important to you.

Modern advertisers (Apple, I’m looking at you) would do well to remember that…

Neil Hopkins is a Marketing and Branding Theorist at heart, and a Marketing Communications Manager by day. His blog – interacter – is the primary location he shares insight and information relating to marketing, branding and advertising strategy.
You can follow Neil on Twitter, circle him (like an escaped bull) on Google+ or track him down in any number of other ways.

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