I was walking home the other day, and saw some young children coming the other way.
The girl said to the boy: “I’m going to race you, 118”, and struck a ‘ready steady go’ pose.
He replied: “I’ll beat you, 118” and thrust his small fist in the air.
She said: “Let’s go, 118” and they both started running towards me.
Whatever you may think of the 118 ads, when a slogan works its way into the language on the street, that’s what I call successful advertising!