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!

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