The ad that poisoned Sensis

Sensis customers were told there was no alternative to a Yellow Pages listing even as a more agile digital competitor was emerging. Years later, it paid the ultimate price for ignoring its customer base.

In a strange way, the 'Not Happy, Jan' advertisement created by Clemenger BBDO for Yellow Pages in 2000 was the harbinger of Sensis’s eventual fate.

The 30-second commercial shows a small business that missed that year’s Yellow Pages directory because an employee – Jan – forgot. Jan ends up running down the street with those words ringing in her ears. You can watch it here.


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