118 118's Slogans & Taglines

118 118 is a United Kingdom-based directory enquiries service launched in 2002 following the deregulation of the former state-run 192 service. Operated by The Number UK Ltd under parent company kgb, the brand became a household name through its distinctive advertising featuring two men with giant moustaches dressed in red athletic gear. The service allowed callers to request telephone numbers and addresses for a per-call charge. Despite early popularity, the brand experienced a dramatic decline as smartphones and internet search engines made directory assistance largely obsolete. In 2017, the company pivoted away from directory enquiries, rebranding 118 118 into a loan comparison and financial services provider while retaining the iconic brand name.

Brand messaging was anchored by the memorable launch slogan Got Your Number! (2003), which established the service’s confident identity. This evolved into the inclusive claim Everyone’s got our number and the helpful promise Here to help (2007), before shifting to the playful reference Who you gonna call? (2009). The 2006 campaign revived the runners in A-Team style, reinforcing the brand’s irreverent positioning before the characters disappeared from screens in 2017.