'Welcome to Harlemshire! I Want the Gangsters Up from 82nd St. Right Here.'

Yell.com, an online service from the Yellow Pages, debuted its first standalone TV campaign this month. The effort revolves around a party planner called Fresno and his whiny little clients, which vibe like rejects from My Super Sweet Sixteen.

This spot went live on August 20. It's about Marcus, a Surrey brat who wants his Roman-themed party changed, practically overnight, to a bling-heavy gangsta-gansta street bash. Fresno, aiming ever to please, insists all this and more can be accomplished at the drop of a (pimptastic!) hat. Meanwhilst, his anxious assistant trots behind him, tapping queries into Yell.com at a feverish pace.

Cue the grand music, followed by the slogan: "Whatever you want, just YELL."

Cool idea, loaded with the potential for endless scenarios. This is one of those TV efforts that could go on forever! or at least until 2010. I can't wait to see who succeeds the horrific Marcus and what scruples the die-hard Fresno gets into next. (Also, I wonder what ol' Fres is like at home. Does he take a gin and mope? Is there a marginalized wife and child involved that can't begin to fathom his pain?)

The "Party Planners" campaign is purportedly worth many millions of pounds (double the dollars!), with one-third of spend going into the TV push. There'll also be online efforts (affiliate deals, VOD and the like) but TV's the crowning glory here. (Even the logo's been revamped to make it more broadcast-friendly.)

The ads were put together by Mother, which did the Dell stuff we hated at first but are starting to like. (Mother campaigns age well.) PHD did all the media-buying and planning.