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Plusnet, the Yorkshire-based ISP, announced that it will come back with a new advertising campaign on TV in August. The Sheffield-based home broadband provider will unveil the first 30-second commercial during the ad-break of "Emmerdale" to celebrate Yorkshire Day. The campaign, which has been planned and bought by Maxus, will make use of Yorkshire values and will feature Joe, a straight-talking character. The new advertisement will also feature Joe's dad, who will enter the public's TV awareness on a ride-on lawn mower.

The ad campaign, which is scheduled to run throughout the remainder of the year, will endorse the UK-based, 24/7 customer support from the broadband provider. With its call centrercustomer support based completely in the UK, Plusnet is one among a few broadband and phone companies where the support staff are technically trained and do not work with help from scripts.

This has led to a point of admiration that has seen Plusnet pick up six awards and 13 commendations across the industry for its product and services in 2011. Plusnet will air a second advertisement later this month, in which audiences will be treated to a performance of Kaiser Chiefs' "Ruby" played by the Plusnet Brass Band. This 40-second commercial will run for four weeks in support of Plusnet's great value.

"We've always been proud of our Sheffield roots. Our customer feedback suggests the 24/7 availability of our UK operations is popular so, we wanted to convey our local and friendly approach in the new campaign,” said Nick Rawlings, commercial director, Plusnet, in a release.

The advertisements, which have been shot on location in Ilkley and Ripon, have been created by Karmarama ad agency and directed by film and TV director, Steve Bendelack. Some of Steve’s earlier works are "The Royle Family", "The League of Gentlemen", "Little Britain" and "Randall and Hopkir." Karmarama and Steve worked together previously when Plusnet made its TV advertising debut in 2010.

Sam Walker, the creative lead on the campaign at Karmarama said,” We have developed an ad that would best exemplify Plusnet's key differential - a UK call center that is free to call, from a landline, at any time. We chose to use a local theme and convey the emotional benefits of helpfulness and community that stem from this whilst keeping the character of Joe and the sense of Yorkshire we had created in our previous advertising. We have introduced his Dad after he worked well in radio executions back in the spring."