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The Countdown begins to FIRST EVER live ad to be broadcast in Ireland!

Directory Enquiries number, 118 50 and RTÉ are to air the first ever live commercial in Ireland and the first ever live ad to be simulcast across TV, radio and online in any country in Europe.

Well known characters 118 and nifty 50 are busily brushing up on their rugby parlance in preparation for the 90-second live ad and hope to impress the RTÉ Rugby pundits with their knowledge of the game. It seems however that they still have a bit to learn—118 thinks that a Try is a good effort made by a player, and a Ruck is an informal, impromptu get-together for a few close friends while 50 reckons a Prop is the guy who did actually eat all of the pies and a Side Step is a player move to avoid serious injury when faced with the sight of a 16 stone dreadlocked Samoan running towards them!

The ad will feature and air exclusively on RTÉ Two TV, RTÉ Radio 1 LW and RTÉ.ie as well as on RTÉ’s DAB (Digital Audio Broadcast) service during the half time break of the long awaited Munster vs. All Blacks rematch which takes place at Limerick’s Thomond Park on Tuesday 18th November. This is the first encounter of the two sides since Munster beat the All Blacks in an historic victory in 1978.

Irish actors, Paul Reid and Feidlim Cannon who play the parts of 118 and 50 in the brand’s well known TV commercials, will participate in the live ad, which will be scripted by advertising agency, The Hive, during the first half of the match.

Media Agency PHD have been working closely with RTÉ and 11850 as the Live Ad project has evolved. “We felt that this ‘media first’ opportunity of a live ad was the perfect fit for 118 50, what better brand to bring this to the market then the 118 and nifty 50 characters!”, said Jason Nebenzahl, Managing Director PHD.


Editors Note:

11850 is Ireland’s original independent directory enquiry service. Celebrating its tenth anniversary of service, 11850 is committed to providing callers the highest levels of service, accuracy and courtesy. 11850 joined the kgb family of businesses in 2006. kgb is the world’s largest independent provider of directory assistance and enhanced information services.

11850 is market leader in text directory enquiries in Ireland and is the second largest voice directory assistance operator. Recognised as a leading innovator, 11850 was the first to introduce value added services such as free number textback, and remains the only DQ operator offering free search via the web.