Orange revives 'the future's bright' strategy

Orange is to bring the much-lauded "The future's bright, the future's Orange" strapline that it launched with 11 years ago, back to the centre of its advertising strategy.

The company, which is owned by France Telecom, is looking to reverse a decline in UK revenue. In the first six months of 2005, UK revenue slipped by 3.2 per cent year on year to EUR2.8 billion.

The mobile operator will return to the original strategy next month, as part of a new TV-led branding campaign by Mother. The first ad is expected to focus on the power cuts in New York in 2003.

The new work will replace Orange's existing creative, which features a US phone mogul, his team of lackeys and a mystical wise man. The mogul and his team were transferred to TV earlier this year, after fronting a popular Orange cinema campaign.

"The future's bright, the future's Orange" line was first used by Orange as part of its 1994 launch campaign, which was produced by WCRS.

However, the strategy was abandoned in 2001, when the account moved to Lowe & Partners, although the line has been used low-key in subsequent advertising.

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