James Earl Jones continues to pop up at the oddest moments in The Lord Group's latest work for 411, Bell Atlantic's directory-assistance number.
In one spot, Jones bubbles to the surface of an ocean, wearing a wet suit and holding a phone. In another, he poses as a mechanic and slides out from under a car. In a third, the setting for his appearance is the "University of 411."
The "University" spot shows the lengths operators go to master their craft. Inside a classroom, a professor prompts students to recite the number for a Dallas resident. Outside, art students sketch drawings of a phone. And on the campus football field, a giant red phone mascot exhorts fans to cheer.
The "University" spot is a spoof on college profiles that air on TV during breaks in football games, said executive creative director Jim Ritterhoff.
The tagless ads for the New York client, which broke earlier this month on spot and cable TV in New York and Boston, were written by senior copywriter Patrick
Sullivan; art direction was by Penny Redfern, shop associate creative director. The executive creative directors were Ritterhoff and Tony Kobylinski.