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By Gillian West, Social media manager

January 14, 2014 | 1 min read

118 118’s moustachioed heroes return for the brand’s latest ad campaign ‘Got Your Back’, taking on the mighty smartphone as the one to turn to in a jam.

There’s no doubt that Directory Enquires offerings must have taken a battering since the dawn of the smartphone, as most of us now simply search online for numbers – and for free we might add.

But this campaign aims to highlight ‘You can’t call the web’ and despite having the latest smartphone you can’t always rely on internet connection.

We think 118 118 deserves credit for addressing the fact that very few of us would choose a costly Directory Enquires call over a smartphone search. Choosing to position itself as an alternative when 3G data services inevitably fail – we’ve all been there – might just be 118 118’s saving grace.

Agency: Watermill

Media Buying: ZenithOptimedia

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Zenith Media

Zenith, part of the Publicis Groupe, is one of the world's leading global media services agencies.

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