It may just be me but the new advertising concept from YELL is... erm... rubbish?  Of course, this is just my opinion but the campaign recently launched in the UK supported by the Day V Lately television spot confuses the hell out of me and not in a good way.  I am all for an advert that draws me in and gets me to ask questions but as the brand tries desperately hard to shake off its ‘yellow pages is a big yellow book’ image, I would have gone for something much more simple.  Or is it just not aimed at me?  Am I too old to get it?  Possibly.  I first noticed the advert (a plus point of any ad) in Greenwich and found myself staring at it for a good couple of seconds trying to work out what it said.  I did eventually get it but rather than an ‘oooooh, that’s clever’ I thought ‘Ooooh, that’s 30 seconds I’m never getting back’

I don’t envy the team behind the Yell brand.  Unless they come up with some major product innovation that beats the hell out of competition like 118118 and the iphone, they will always be playing catch up and it’s my belief that concepts like this, do more to alienate than change people’s opinion

I want to love the brand again, at the moment I don’t