Yell rejuvenates classic 'Mistletoe' Yellow Pages Christmas ad
Yell rekindles the nostalgia of its iconic 'Mistletoe' Yellow Pages Christmas ad from 1992 Making a comeback through paid social and streaming platforms, this revival showcases Yell's embrace of timeless assets and campaigns
Yell has relaunched its famous Yellow Pages ‘Mistletoe’ ad for Christmas.
In the 1992 commercial, a young boy is unable to kiss a taller girl under the mistletoe, so he uses the "good old Yellow Pages" to stand on and reach her. Despite the Yellow Pages being a thing of the past and Yell now existing solely as a digital business directory, the brand is relaunching the ad this year to embrace its nostalgic past.
The brand's popular ad will be featured on paid social and streaming channels during the festive season. Yell is the latest in a line of brands reviving old assets, following in the footsteps of Morrisons, Tango, and Branston.
During a conversation with Our Website earlier this year, Ryan Wallman, the creative director and head of copy at Wellmark agency, expressed that it is uncommon for ads and brand assets to make a significant impact on consumers. "If something truly resonates with the public, there is immense value in exploring that further," he explained.
Last year's research conducted by System1 revealed that the concept of ad wear-out is mostly a misconception, as the effectiveness of ads generally does not decrease over time.
Consistently using or revisiting previous ads can be a successful approach for brands, especially during the holiday season.
Coca-Cola is renowned for its enduring 'Holidays are Coming' advertisement, which has been airing since 1995 and continues to outperform the majority of other campaigns in effectiveness rankings. In fact, when re-tested this year, the ad received the highest possible rating of 5.9 stars on System1's Test Your Ad platform, indicating its strong long-term brand-building potential.
Cadbury and the National Lottery are revisiting ads from previous years this holiday season, and Aldi and M&S Food are bringing back familiar brand characters for their Christmas ads. According to System1 chief customer officer Jon Evans, reusing ads and prolonging campaigns isn't just efficient, it's also effective.
