WCRS has created two new ads for Orange as part of a pounds 12
million campaign to position Orange as more than just a mobile phone
The commercials, which break on 2 June, focus on Orange’s WAP
One ad highlights the service’s entertainment information function. The
second illustrates its news service.
’Hold up’ features a man sitting at the end of a bar having a drink. He
hears the sound of roaring car engines and notices a police chase
happening in miniature along the bar. The cars approach him and dodge
around glasses until one crashes.
A voiceover says that you should be able to find out anything you want
to, whenever you want to. It adds that with the service’s new
entertainment guide, you can even review the latest movies.
The ad closes with the line: ’To find out how the Orange world can
change your world ...’ and then recites a phone number. The campaign was
written by Jo Moore and art directed by Simon Robinson.
It was directed by Jason Coward through Gorgeous. Media planning and
buying is through Media Planning.
The two films will run on TV for one month. A 60-second version of ’hold
up’ will also run in cinemas from the end of June. The TV work will be
supported by press ads and posters featuring hands holding miniature
objects such as a cinema, an aeroplane and a footballer.