WestWayne Brings BellSouth Directory to Life

TV Spots Give Yellow Pages a ‘MegaStore’ Look and Personality
ATLANTA–WestWayne takes a slap at e-commerce’s virtual overkill in its new campaign for BellSouth’s “Real Yellow Pages.”
Branding the Yellow Pages “the original search engine,” agency chief creative director Luke Sullivan and his Atlanta staff transform the venerable book into a bustling three-dimensional “MegaStore” along the lines of Sam’s Club.
“The television spots bring the book to life,” said Alan Blount, BellSouth assistant vice president for advertising. “It reminds people that the book is as relevant today as ever.”
The 30-second letterboxed commercials began airing June 5 on the Today Show, Good Morning America and Entertainment Tonight in Augusta, Ga.;