The French telecom market is adopting the 118 number for direct enquieries just like in the UK a couple of years ago. And while they were at it, one client in France decided to adapt to the local market the same advertising campaign that made its mark in the UK. The result is this campaign for 118 218, directly taken from the brilliant UK 118 118 campaign by WCRS in London, and proof that some ideas should never cross the Channel.
Judge for yourself:
118 218 (France) : http://www.lenumero.fr/films.html