"It is perhaps for this reason that Mother's 210-second spot for Orange really shone through.
"For those viewers who were bored or indifferent to the antics of O2's mute twin brothers - whose charm, nine weeks into the programme, was definitely wearing thin - the Orange film was a spot of light relief.
"From a media planning point of view, it managed to hijack some of O2's presence, and from a creative perspective the length of the film enabled consumers to get sucked into a weird little story about the training academy without getting bored."
Medium: TV ad on Channel 4
Media planning and buying: Samantha Ashton and Ivan Ali-Khan at Media
Brief: Take the whole Big Brother break as a way of showing a
story-based compilation of life at the Orange Training Academy