Yellow Book Begins TV Push

DALLAS A campaign from TBC Advertising & PR for Yellow Book USA breaks today with actor David Carradine playing a guru who enlightens a young seeker of wisdom.

The effort includes multiple spots touting Yellow Book’s search engine, as well as its traditional print directories.

Carradine, who has starred in more than 110 feature films, is still remembered for his 1970s TV series Kung Fu, in which he portrayed an itinerant philosopher skilled in the martial arts. These ads recall that performance.

“David Carradine is an American pop culture icon and appeals to that wide range of consumers who are Yellow Book users,” said Allan Charles, chief creative officer and founding partner of TBC, an independent shop in Baltimore.

In one spot, Carradine’s guru explains, “Everyone is searching for something. After all, it is a material world,” and with yellowbook.com, you “just type in what and where.” The spot concludes with the young seeker realizing that www.yellowbook.com is a source of “infinite information.”

Charles was creative director on the spots and shared copywriting duties with Mike Irvine. Joe Moscati was art director. Kelly Mulligan served as producer.

Yellow Book, based in Uniondale, N.Y., is an independent publisher of print and online directories. The company said it expects to publish close to 1,000 print editions and circulate approximately 125 million books this year.

The client spends about $35 million annually on ads, per Nielsen Monitor-Plus.