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30 April 10

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Orange launches new creative direction for iconic Gold Spot cinema advertising in UK first

  • “Don’t let a mobile ruin your movie” concept evolved with exciting new format never seen before in the UK
  • The A-Team kick off new Gold Spot series with Orange ‘movie trailer’ through partnership with 20th Century Fox

Orange will today unveil the latest reinvention of its celebrated cinema adverts, known as the Orange Gold Spots*. Since 2003, audiences have been entertained by the Orange Film Funding Board whilst being reminded to switch off their mobile phone before the film.

Previously the Film Funding Board have upset celebrity film pitches and interfered with actors both on and off set by trying to get more Orange brand mentions into their films. From 30th April 2010 the popular series of cinema ads will take the concept one step further and Orange will now take a leading role and star in spoof trailers for genuine films being released. 

The first ‘Gold Spot’ will feature a tie-in with this summer’s blockbuster, The A-Team. With an all star cast, including Hollywood actors Liam Neeson as Hannibal, Bradley Cooper (The Hangover) as Face, Quinton Jackson as B.A and Sharlto Copley (District 9) as Murdock, the Orange Gold Spot actors reference blatant Orange branding in typically tongue in cheek, comical scenarios as they take on the bad guys.

The trailer starts as normal, then slowly starts to introduce references to the Orange brand as products begin to appear. What’s more, the actors are forced into more and more awkward product references until Hannibal, through gritted teeth, delivers the immortal line “I love it when a talk plan comes together.”

Spencer McHugh, Director of Brand for Orange UK said:  “Orange has once again pushed the boundaries and taken cinema advertising to a place where no other brand could go. The opportunity to take over a real Hollywood film set, the movie and its cast is a reflection of our commitment and support of the film industry – resulting in an ad with the wow-factor that we hope our Gold Spot fans will love.”

 


The A-Team Gold Spot promotion is part of a wider partnership with 20th Century Fox in which Orange will help promote the A-Team movie to it’s customers.

The new ad, created by Fallon London, will appear across cinemas in the UK from Friday 30th April 2010.

-Ends-

Credits
Project name: Orange Goldspots – A Team
Creative agency: Fallon
Production: RSA films
Post-production: MPC
Recording studio: Wave

Notes to editors

‘The A-Team’ will be released across UK cinemas July 28th 2010.

*The illustrious ‘Gold Spot' is the 65 second advertising space before a film starts and is considered the most valuable media space in British cinema. The Gold Spot ad series reinforces Orange as the number one brand associated with film in the UK.

About Orange
Orange is the key brand of the France Telecom Group, one of the world’s leading telecommunications operators. With 131.8 million customers, the Orange brand now covers Internet, television and mobile services in the majority of countries where the Group operates.

In the UK, Orange provides high quality GSM coverage to 99% of the UK population, and 3G coverage to more than 93%. At the end of December 2009, Orange had more than 17.4 million customers in the UK – 16.5 million active mobile customers and approximately 900,000 fixed line internet customers.

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

For more information please call the Orange Press Office 0870 3731500, or visit www.orange.co.uk/newsroom





 

Press release: CampaignMarketing & Advertising

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