PRIVATE VIEW: Robert Campbell, Rainey Kelly Campbell Roalfe/Y&R

By ROBERT CAMPBELL, the executive creative director at Rainey Kelly Campbell Roalfe/Y&R Friday, 13 September 2002 12:00AM

I've always been a big fan of the Orange campaign. To me it represents what most clients want and few clients get. A big distinctive, truly multimedia, brand idea. The brand name, the design, the tone of voice, the endline: "The future's bright, the future's Orange." Together they all conspire to create a unique language that could only be for one brand. Whenever I see a piece of Orange communication, I know exactly who it's for, and what the brand stands for. That having been said, I'm not wild about this new ad for Orange telemessaging. Somehow it's just not as "Orangey" as previous work. Not a classic.