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The Boys Are Back in Town!


– Back by popular demand, 11850 launches an exciting new ad campaign with the return of the original 118 & 50 –

11850, Ireland’s original independent directory enquiry service, has launched an exciting new advertising campaign, which sees the return of the original 118 & 50 characters.

Just like all the greats—Take That, Boyzone and Britney—118 & 50 are back by popular demand! The new campaign shows the original 118 & 50—in their old-school tracksuits, crazy ginger hair and taches—showing off their niftiness in a selection of creative 10 second TV ads which is due to go on air on the 26th April.

According to Susan Branchflower, CEO, 11850 Directory Enquiries, “Since the original 118 & 50 decided to take a well earned break, after years of entertaining us, we have been inundated with requests for their return. We are now pleased and excited to announce that the boys as we know and love them are back by popular demand as they take to the streets with their rickshaw, now niftier than ever!”

118 & 50 are no longer messing around on their toy horses, they now have fully fledged “Niftiness”, and the executions from the new ads portray the boys in a variety of situations including having a race in a rickshaw with a horse and carriage, and also being so Nifty that they have to slow down on approach of a speed camera in case they break the limit!

The ads were shot on location in Dublin and were produced and directed by Irish production company Blinder. The campaign, which comprises of TV and radio ads, will also be supported by below the line activity and PR.


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.