Yellow Pages
Strategy.
Yellow Pages - Bringing an old-fashioned brand to a younger audience
The Brief
Yellow Pages needed to increase frequency of use among younger people. After decades dominated by the nostalgic "JR Hartley's Fly Fishing" campaign, the brand had become associated with an older generation and was losing relevance with youth.
The Strategy (Spine)
Through research, I identified that repositioning Yellow Pages as an essential problem-solving tool for young people's specific needs would be more effective than trying to make the directory itself seem "cool" or trendy.
The Voice (Soul)
I led creative development research that steered the brand away from nostalgia toward relatable contemporary scenarios. This shift informed what would become the iconic "Cleaner" ad, where a young man pretends he has been burgled rather than admitting he needs a cleaner.
The Brand Connection (Heart)
The new approach connected Yellow Pages to genuine moments of need in young people's lives – situations where immediate solutions were required. This emotional hook of urgency and relief proved far more compelling than abstract brand messaging about usefulness.
The Impact
The "Cleaner" campaign became one of the most popular ads of all time, significantly increasing Yellow Pages usage among younger audiences. The work demonstrated how strategic research could guide creative development toward genuinely resonant advertising.
My Role: Creative brief development, creative development research.
In Action: Click the images below to watch the ads, and read the comments on YouTube. You’re welcome!
“Lucy is, without doubt, one of the best and most interesting planning directors I have worked with. She is very insightful and creative in both her thinking and presentation style, always looking to find a clear and motivational strategic consumer difference for a brand and then presenting it in a persuasive, engaging manner. On a personal basis, she is extremely diligent, very hard working and gets on with almost everybody. More importantly, she is a delight to have working on your team.”
GRAHAM BROWN, VICE-CHAIR OF AMV-BBDO”
Yellow Pages Cleaners
Yellow Pages French Polishers