The 'Orange Film To Go' service offers customers one free film a week as part of the brand's "more from Orange, for you" customer loyalty strategy. Films on offer will include 'The Wrestler', 'The Ghost' and 'Che: Part One'.
The campaign by Fallon broke last night across TV, cinema, print, outdoor, digital, mobile, search and retail.
The TV ad focuses on a series of everyday situations, such as a couple watching a film, a man on a bus and a teenager listening to his iPod. Gradually, items around the actors begin to expand, including a sofa, a bean bag and a dog basket, until popcorn finally explodes from the inflated props.
The ad was directed by Chris Palmer, who was behind Skoda's 'Cake' campaign. The creative director was Gui Borchest, the art director was Mariano Cassisi and the copywriter was Laura Visco.
Customers are required to visit a dedicated microsite developed by Fallon and Poke to redeem their code and watch trailers for upcoming films.
The website will also host 'Film Night Live', an interactive online event held every week, which will offer an insider's eye-view warm-up to Orange's weekly 'Film To Go' title.
The live 30-minute event will compile interviews, clips, competitions and extra content on Orange Film's Facebook and Twitter channels, as an audio appetiser for the 'Film To Go' release.