Orange unveils new cinema advertising with launch of Orange Film Studios

• The first new cinema ad features Emilio Estevez in a ‘re-envisioned’ version of Hollywood war epic, Saving Private Ryan made by the fictitious ‘Orange Film Studios’
• Digital campaign to support new adverts goes live

Orange today announces a new era for its prestigious cinema advertising known as the ‘Gold Spot’ with the launch of Orange Film Studios.

After years of hearing celebrity pitches for movie ideas Orange is now moving into the production business – ‘re-envisioning’ Hollywood blockbusters with Orange mobile phones at the centre of the action. Orange Film Studios is led by the much loved characters Mr Dresden and Elliott.

Emilio Estevez will star in the first of a series of cinema adverts created by Fallon. The cinema adverts will continue to remind people to turn off their phones whilst retaining the well loved key characters, Mr Dresden & Elliott.

Set at night time in L.A, the first ad features Emilio Estevez, Elliott and Mr Dresden at the red carpet premiere of their re-envisioned movie “Saving Private Ryan’s Number”. In the film, Estevez plays Captain Parker who forgets to save Ryan’s number to his mobile phone and so he and his men embark on a mission to find him. Estevez does not realise the mobile phone has been inserted into the movie and is horrified when he finds out.

On the red carpet, Estevez stops dead in his tracks when he sees a clip of the movie. On screen, he is dressed as a WW2 sergeant. Explosions, shrapnel and machine-gun fire blaze around him but he pays it no attention. He can only stare at his mobile phone and weep.

Titles appear over the action: “ORANGE FILMS PRESENTS…”, and Estevez is horrified as he reads out “Saving Private Ryan’s - Number!?”. He seizes Mr Dresden’s arm and continues, “But in that scene I was holding a photograph!”. Dresden responds, “Come February that’ll be an Oscar.”

The ad reaches a climax when the reporters on the red carpet question Estevez about the historical accuracy of the movie. Suddenly it all gets too much and Estevez bolts down the red carpet, shoving past those in his way.

For the first time, Orange has extended the cinema advertising to include a digital campaign by creative agency Poke. The online campaign spoofs how movies are promoted on the web as if Orange Film Studios’ ‘new movie’ was real. A dedicated website www.orange.co.uk/orangefilmstudios will feature promotional materials about the movie in the cinema adverts, such as ring tones, games and even wallpaper. Together they have also created a movie trailer, and a press junket with film critic Mark Kermode interviewing the producers Dresden and Elliott about their ‘new movie’.

Justin Billingsley, Brand Director at Orange UK commented: “The Gold Spots have been a tremendous brand asset to us over the last 6 years helping solidify our position as the number 1 brand associated with film in the UK. With this new approach the challenge for us was to keep what made them great, whilst evolving them from a set of quarterly great ads to a campaign with new ways to access and interact with this idea that has entertained millions of people. Now combined with the digital work we have achieved this.”

Orange has held the prestigious 65 second slot or ‘Gold Spot’ since 2000, with the original Film Funding Board creative starting in 2003 with Mother. The new ad starring Emilio Estevez will run in cinemas across the UK from 27th March. Fallon has created three other Gold Spots that will hit the screens throughout the year.

-Ends-

Notes to Editors:

Credits Project name: Goldspots Creative agency: Fallon Client & their job title: Noel Cottle, Senior Advertising Manager Brief: What would the Orange film funding board do next? Executive Creative Director: Richard Flintham Creative Director: Tony McTear Art Director: Selina McKenzie Copy Writer: Toby Moore Group Account Director: Katrien DeBauw Agency Planner: Tim Millar Agency Producer: Nicky Barnes Production Company: Harvest Director: Baker Smith Producer: Mala Vasan Director of Photographer: Bill Pope Editor: John Smith Post-production: MPC Audio post-production: Wave Media Agency: Mediaedge:cia Media Planner: Sarah Matthews Online credits: Poke Exposure: UK cinema, online

For more information contact:

Orange UK Press Office t: 0870 373 1500 e: orangepr@golinharris.com

About Orange

Orange is a key brand of the France Telecom Group, providing mobile, broadband, fixed, business and entertainment services across Europe. It is one of the world's leading telecommunications operators with more than 182 million customers on five continents.

In June, 2006, Orange became the single brand for mobile, broadband and multi-play offers. In addition, Orange Business Services became the new banner for business communications solutions. Orange Business Services is present in 166 countries with network reach in 220.

In the UK, Orange provides high quality GSM coverage to 99% of the UK population. At the end of December 2008, Orange had about 17 million customers in the UK – 15.9 million active mobile customers and over one million fixed broadband customers.

Orange and any other Orange product or service names included in this material are trade marks of Orange Personal Communications Services Limited.

Further information about Orange can be found on the Orange website at http://www.orange.co.uk or the France Telecom group international website at http://www.orange.com and http://www.francetelecom.com

For further information, call the Orange press office on 0870 373 1500 or email: Orangepr@golinharris.com