The ad is based on the premise that Orange enables you to see the people that matter to you even when you're not with them. It is summed up with the line: "Don't just talk. See."
The 60-second TV spot features people involved in every day events such as walking the dog, being stuck in traffic or looking out of the office window. As they look at the environment around them faces appear in the natural surroundings. For instance, a man sweeping fallen leaves sees the face of a friend in the leaves and a beekeeper recognises the image of a companion among the bees on a honeycomb.
The spot was written and art directed by Micky Tudor and Brian Turner, who have subsequently left to join Clemmow Hornby Inge. It was directed by Tarsem through @radical.media. Media is through Media Planning Group.
The four-week TV campaign breaks on 19 August, with outdoor starting on 1 September.
The supporting print activity uses the same creative idea as the TV ads, and was written and art directed by Dave Christenson and shot by George Kavanagh.
Sarah Gold, the new-business director at Lowe, said: "It's classic Orange.
Simple, elegant and captures perfectly the emotional benefit of Photo Messaging with Orange."
Nicole Louis, the head of brand marketing at Orange, said: "The launch of Orange Photo Messaging continues our commitment to bringing the latest and most innovative services to our customers to help them communicate more freely. Photo Messaging allows people to be more powerful communicators."