Orange Broadband 'the ride' by Fallon

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Orange has launched its bid for a share of the free broadband market with a television campaign from Fallon. The ad builds on the recently launched "open" strategy and is the first work for the brand since Wanadoo was renamed Orange Broadband. The ad tells the story of a bicycle that explores its neighbourhood at night when its owner has gone to sleep. It moves through the deserted roads and eventually finds an empty car park, where it's free to ride and play as it likes. The TV spot is backed with print and outdoor work featuring the bike and showing the effects of it riding through a puddle on a pavement, across a patch of wet paint in a car park and through grass.

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Released: 14 June 2006

Credits

Project
The ride
Client
Pippa Dunn, brand marketing director, Orange
Brief
Launch the offer of free broadband for all Orange pay monthly mobile customers
Creative agency
Fallon
Writer
Micah Walker (TV) Gary Anderson (print)
Art director
Micah Walker (TV) Lawrence Seftel (print)
Planner
Rachel Barrie
TV producer
Rachel Hough
Media agency
Initiative
Media planner
Melanie Greenhill
Production company
Blink
Director
Dougal Wilson
Editor
Suzy Davis, Final Cut
Post-production
The Moving Picture Company
Audio post-production
Wave
Exposure
National TV, press, outdoor

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