16 September 11
Orange introduces the â€˜Phone Breakâ€™ in the latest Gold Spot cinema advertising
Orange today released the latest in its series of celebrated cinema adverts, known as the Orange Gold Spots. In this instalment the Gold Spot goes to Hollywood, the home of movies, with its state-side setting perfectly providing the backdrop for the ‘expect the unexpected’ element which film audiences across the UK love.
The latest advert, from ad agency Fallon, maintains Orange’s line to cinema-goers of ‘don’t let a mobile phone ruin your movie’, while continuing with the ‘spoof-trailer’ theme seen in the more recent series of Gold Spots, that launched in April 2010. With the same playful format which keeps the audience guessing about what will happen next, the latest Gold Spot explores the idea of an Orange ‘Phone Break’ for the first time.
Introduced by ‘Movie News’ presenter Kristen Aldridge, the Gold Spot follows her exclusive report direct from a movie theatre where audiences are among the first to experience the Orange ‘Phone Break’. Heightening the cinema going experience for film fans, the two minute Orange Phone Break happens every 15 minutes, putting the movie on pause while the audience takes time out to make that all important phone call – because as one movie goer says, “Sometimes you have to be on your phone.”
The tongue in cheek ad focuses on the hilarious over enthusiastic reactions made by our friends across the pond to the introduction of the Orange Phone Break in the movie, with Hollywood movie goers responses ranging from the practical “two hours is a long time not to talk”, to the extreme “if someone calls you, and you don’t call them back, they could think you’re dead.” One movie goer even describes the experience as “pushing the movie going experience into the 20th century... it’s like the future.”
Spencer McHugh, Director of Brand for Orange UK said: “Keeping film fans entertained while wondering what’s going to happen next is integral to the success of the Gold Spot ads to date. We really feel that the latest Gold Spot to air goes hand-in-hand with the ongoing ‘movie trailer’ format which is set to return to the big screen in the coming months. We hope the latest creative raises smiles across the UK – and encourage the audience to switch off their phones, rather than order their curtains while they are watching the film!”
The full Orange Phone Break commercial will be screened in UK cinemas from 16th September 2011.
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Orange Phone Break Credits
Project name: Orange Goldspots - Intermission
Creative agency: Fallon
Client & their job title: Spencer McHugh, Director of Brand, Orange UK
Executive Creative Director: Santiago Lucero
Creatives: Sam Hibbard, Dan Watts, John Cherry
Group Account Director: Katrien DeBauw
Account Director: Emily Olson
Account Manager: Brad Firth
Agency Producer: Sasha Mantel
Production Company: Outsider
Director: James Rouse
Producer: Benji Howell
Director of Photography: Scott Henrikson
Editor: Art Jones
Music (if composed/mixed): Sniffy Dog
Audio post-production: Ant @ Factory
About Orange UK
Orange is the key brand of the France Telecom Group, one of the world's leading telecommunications operators. With almost 131 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%. Orange and any other Orange product or service names included in this material are trade marks of Orange Brand Services Limited.
On July 1 2010, the company became part of Everything Everywhere, one company that runs two of Britain's most famous brands - Orange UK and T-Mobile UK - with plans to transform the industry by giving customers instant access to everything, everywhere, offering them the best value, best choice and best network coverage in the country. Everything Everywhere Limited is the UK’s biggest communications company, with a combined customer base of almost 28 million people and more than 720 retail stores across the country. Everything Everywhere Limited is registered at Hatfield Business Park, Hatfield, Hertfordshire, AL10 9BW under the registered company number 02382161.
For more information please call the Orange Press Office 0870 373 1500, or visit www.orange.co.uk/newsroom
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