The Drum Awards for Marketing - Extended Deadline

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By The Drum Team, Editorial

July 27, 2011 | 2 min read

Plusnet, the internet provider that bills itself as "good, honest broadband from Yorkshire" is returning to TV screens next week with a new ad campaign.

To celebrate Yorkshire Day on 1 August, the Sheffield-based firm will debut its first new advert during the break in Emmerdale on ITV1.

The ad will once again promote the company's Yorkshire values and feature the straight-talking character Joe from previous Plusnet campaigns. His dad Joe will also appear on a ride-on lawnmower.

Later in the month, Plusnet will air a second advert featuring a rendition of the Kaiser Chiefs song Ruby played by the Plusnet Brass Band. This 40-second commercial will run for four weeks.

The new ads have been created by Karmarama and were shot on location in Ilkley and Ripon. They were directed by Steve Bendelack whose work includes The Royle Family, The League of Gentleman and Little Britain.

Sam Walker, creative lead on the campaign at Karmarama, said: "We chose to use a local theme and convey the emotional benefits of helpfulness and community that stem from this whilst keeping the character of Joe and the sense of Yorkshire we had created in our previous advertising. We have introduced his Dad after he worked well in radio executions back in the spring.”

The campaign has been planned and bought by Maxus.

The Drum will bring you the new ads as soon as we are able to. Until then, here's one of Plusnet's previous Yorkshire-flavoured ads.