NUMBER 3 by Chemistry Dublin for Eircom

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NUMBER 3

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Industry Yellow Pages & Directories
Media Radio
Market Ireland
Agency Chemistry Dublin
Creative Director Emmet Wright
Account Supervisor Sarah Hughes
Released August 2010

Credits & Description

Category: Commercial Public Services
Advertiser: EIRCOM
Product/Service: 11811 DIRECTORY ENQUIRIES
Agency: CHEMISTRY
Executive Creative Director: Emmet Wright
Creative Director: Emmet Wright
Scriptwriter: Emmet Wright
Agency Producer: Laurie McGann/Fiona McGarry
Account Manager: Sarah Hughes
Account Supervisor: Sarah Hughes
Advertiser's Supervisor: Debbie Byrne
Production Company: CHEMISTRY, Dublin, IRELAND
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: CHEMISTRY, Dublin, IRELAND

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Dragnet mnemonic ANN: Calling all callers. The 11811 Number Detectives are hunting the number 3, aka the magic number. Part of the gang which included a h-áon's a dó, 3 is to be to approached with extreme caution, as it is an odd number and often appears in crowds. It is also wanted in connection with a number of bad things which have happened in 3s. If you require this or any other number, call 11811, that’s 11811. They'll text it back for free. 11811... SFX: Dragnet mnemonic ANN: ...the Number Detectives. See eircom.ie for pricing information.

Brief Explanation
11811 is a directory enquiries service in Ireland. Rather than use a jingle like all the competitor enquiries services, we wanted to give the numbers themselves some personality. Then we developed the character of ‘The 11811 Number Detectives’, a special division that ‘chases down numbers’. There are a number of specific Irish references. In the ad for 3, 'a h-áon's a dó' means '1 and 2' in the Irish language, and ‘trí’ is the Irish for 3. The phrase ‘a h-áon-dó-trí’ is well known to anyone in Ireland who had to learn Irish dancing steps, i.e. everyone in Ireland.