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.; Baton Rouge, La.; Chattanooga and Nashville, Tenn.; Greensboro, N.C.; Jacksonville, Fla.; and Montgomery, Ala.
In July, the campaign, which includes print, radio and outdoor expands to Atlanta-based BellSouth’s top 26 Southeast markets.
“We dove into the client’s mindset,” said Sullivan, “looked at competitors’ mind-sets, did some tweaking and got our approval.”
In the Fellini-esque “Wedding,” a fey coordinator swirls a bride-to-be and her parents through a Yellow Pages’ MegaStore, dashing from one booth to another perusing ice sculptors, musicians and gowns. The last stop, of course, is a lending institution.
“We wanted to give Mega-Store a personality that speaks to everyone by illustrating
how the Yellow Pages can serve as a catalyst for ideas,” said Sullivan.”
“Shape” follows an overweight man on a fitness odyssey that carries him past mirrors and exercise to yoga and organic juices and, ultimately, back to doughnuts.
Copywriter Scott Biear and art director Clay Davies worked on the project, which was captured by Coppos Films of Valencia, Calif.