Lowe Lintas & Partners has created a black-and-white campaign for
Orange that signals a new direction for the mobile phone brand.
Two new commercials have been developed to support the Orange 277 Text
Content Service, which offers Orange users the option of receiving
up-to-the-minute content on topics such as horoscopes and football
results, delivered by a text message.
The television spots aim to dramatise the journey of a text alert to an
individual wherever they are, whatever they're doing.
In one commercial, a lion is seen walking through a heavily populated
city. As it passes men and women in libraries, restaurants and streets,
a scorpion and a set of twins come into view and it becomes obvious that
the creatures represent signs of the Zodiac. The lion approaches a woman
shopping for new underwear. In response, she then shuns big pants for
In a second ad, a premiership footballer who has just scored a goal
embarks on a journey out of the stadium and across the city to celebrate
his goal with one of his teams supporters.
The board director at Lowe, Sarah Gold, said: "This is the first of a
number of campaigns designed to encourage Orange customers to get more
out of their phone than simply making and receiving telephone
The head of brand communications at Orange, Nicole Louis, said: "The
campaign reflects the next stage in our customers' journey - a journey
that will enable our customers to benefit from Orange at more moments
within their daily lives - by keeping them in touch with not just the
people, but also with the things that really matter to them."
She added: "We believe that this campaign services to both enlighten our
customers as to our broader service offering and, importantly, helps to
dramatise the pure emotional benefit that our customers feel when Orange
helps them to stay in touch with their world."
The six-week national TV campaign breaks this week. Media planning and
buying is through Media Planning Group.
The commercials were written by Tony Barry and art directed by Damon
Collins. They were shot in South Africa and London by Tarsem, through