Yell, the British yellow pages company, ran an advertising campaign around fictional DJ Day V Lately in 2011, remaking a 1983 television commercial featuring J.R. Hartley. The original ad showed an elderly gentleman who uses the Yellow Pages to track down a copy of his book Fly Fishing. The 2011 remake shows a former DJ (Matthew Dore), complete with website (dayvlately.com) and record label Found Records (ministryoffound.com). Like Hartley, Lately has a daughter who suggests he use Yell to find a wider choice of independent stores so he can track down a copy of the 1992 trance hit Pulse and Thunder.
Click on the image below to play the Day V Lately video in YouTube (HD)
Click on the image below to play the Behind the scenes video in YouTube (HD)
Click on the image below to play the video in YouTube (HD)
The Day V Lately campaign was developed at Rapier, London, by executive creative director Ed Morris, agency planners Matt Boffey and John Shaw, agency producer Zoe Barlow, account team Andrew Brooks and Philippa Cripps.
Media was handled at PHD by Toby Nettle.