The new TV ad was filmed in Buenos Aires and depicts a sunny morning in an urban train station with crowds of people lining the platform as two trains arrive.
The doors burst open to release thousands of animal-shaped orange balloons that swell into the air and through the crowds, signifying that its Animal packages are now available to pay-as-you-go customers.
The ad shows people playing with the balloons and picking the one they like the best.
The track "Hummingbird" by Canadian indie band Born Ruffians features in the ad.
Fallon ads for Orange Animals package break
by Staff, Campaign, 20 May 2008, 10:35am
LONDON - Orange's TV campaign by Fallon for its pay-as-you-go Animal packages broke yesterday.
Orange...Fallon's ad broke yesterday
All Comments
Phil Hickes - 20 May 2008
Hey it's Fallon's one idea regurgitated again! Now we've had balls, foam, paint and balloons. What will they spring on the unsuspecting public next?
joe woollen - 20 May 2008
I was just about to post the same comment as Phil, until I read his.
I can only assume this is deliberate? Can someone from Fallon please explain to us why we have the same ad?
Nuts n Seeds - 20 May 2008
Fair point about monodirectional creative but most of the public don't know this, and won't really care. this one doesn't push any envelopes but it's nicely done.
Surely the bigger problem is Orange's plummeting brand equity - which has more to do with service quality than annoying cutesyness.
joe woollen - 21 May 2008
I think consumers are smarter than we sometimes give them credit for. Whilst they may not be directly aware of a repetitive idea, it won't resonate with any form of originality which only serves to highlight a deeper problem with the Orange brand. You simply expect more from Orange.
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