White Pages - Duncan Palmer TVC (2003)
Channel: Patrick Te Pou
Date: 2024-04-05

In the early 2000s a pair of TV commercials captured the attention of us as New Zealanders. These commercials were designed to promote the importance of listing one's mobile number in the White Pages, the largest free residential and business directory in the country.

The commercials centred around the adventures or as some may argue, misadventures, of a man named Duncan Palmer.

The first commercial starts with Duncan, looking sharp and dressed to impress, heading out on a big date. Before he leaves, he makes sure to have his car cleaned and serviced, using the services listed in the White Pages. As Duncan gets into his car, he receives a mobile call.

But that's not the end of Duncan's journey. The commercial takes on a humorous turn as we see Duncan inheriting a mansion and a 'super yacht' and becoming a multi-millionaire. He is seen living with two young women, enjoying the fruits of his lucky day. This is a clear example of how listing one's mobile number in the White Pages can lead to unexpected opportunities and connections.

In an alternate version of the commercial, we see a different turn of events for Duncan. As he heads out on his date, his car unexpectedly runs out of petrol and is then towed away. He tries to get it out of the impound but is chased by a pair of hounds and ends up jumping over a barbed wire fence, only to have his clothes ripped and himself go naked. To make matters worse, he grabs a woman's dress off a clothesline and is later arrested and placed in a police cell.

The alternate version highlights the potential consequences of not listing one's mobile number in the White Pages. If Duncan had listed his number, he could have easily called for assistance and avoided the chaotic events that followed.

Both versions of the commercial effectively convey the message that listing one's mobile number in the White Pages can lead to unexpected opportunities and convenience in times of need. By being listed in the White Pages, individuals and businesses can easily be reached by others who may require their services. It also promotes a sense of community, as people can easily connect with their neighbours and local businesses through the directory.

The White Pages commercials were not only entertaining but also successful in achieving their purpose. After the commercials were screened, there was a significant increase in the number of people listing their mobile numbers in the White Pages. This not only strengthened the credibility and reliability of the directory but also helped people to easily connect with others and access the services they need.

In today's world, where technology has taken over and people rely heavily on their mobile phones, it may seem unnecessary to list one's number in a physical directory. However, the White Pages commercials effectively showcased the importance of this seemingly old-fashioned method of communication. It reminds us that having our number listed in the White Pages can be a lifesaver in many situations.

The White Pages commercials from the early 2000s were not only amusing but they also effectively promoted the importance of listing one's mobile number in the directory. As we move towards a digital age, it is important to not forget the value of traditional methods of communication. The White Pages directory continues to be a valuable resource for many, connecting Kiwis and Kiwi businesses in various ways.

So, the next time you see a White Pages directory lying around, don't underestimate its importance and remember the misadventures of Duncan Palmer.

Alternate version: https://youtu.be/tKIKFjAZqSQ?feature=shared

Special thanks to the VHS Analogue Archive (via Instagram) for the use of this clip, and I would like to apologise to you all for the quality of either the picture or sound. Please note that the information contained in the description may not be correct at the time of writing.