WCRS’s Orange campaign marks reposition

WCRS has created two new ads for Orange as part of a pounds 12 million campaign to position Orange as more than just a mobile phone company.

WCRS has created two new ads for Orange as part of a pounds 12

million campaign to position Orange as more than just a mobile phone

company.



The commercials, which break on 2 June, focus on Orange’s WAP

service.



One ad highlights the service’s entertainment information function. The

second illustrates its news service.



’Hold up’ features a man sitting at the end of a bar having a drink. He

hears the sound of roaring car engines and notices a police chase

happening in miniature along the bar. The cars approach him and dodge

around glasses until one crashes.



A voiceover says that you should be able to find out anything you want

to, whenever you want to. It adds that with the service’s new

entertainment guide, you can even review the latest movies.



The ad closes with the line: ’To find out how the Orange world can

change your world ...’ and then recites a phone number. The campaign was

written by Jo Moore and art directed by Simon Robinson.



It was directed by Jason Coward through Gorgeous. Media planning and

buying is through Media Planning.



The two films will run on TV for one month. A 60-second version of ’hold

up’ will also run in cinemas from the end of June. The TV work will be

supported by press ads and posters featuring hands holding miniature

objects such as a cinema, an aeroplane and a footballer.



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