Royal Tenenbaums actress Anjelica Huston is the latest Hollywood star to feature in the Orange cinema gold spot campaign.
In the new campaign, Huston pitches a film idea to the Orange Film Funding board executives Dresden, Elliott, Alex and Jack, that would see her play a lonely wife of a funeral director.
In the middle of her pitch, Dresden interrupts to explain to Huston that Orange is all about “positivity” and describes the company as the Orange Family to the tune of the Adams Family, in which Huston has previously starred in as Morticia.
The Orange Film Board Execs takeover and suggest how they could make
the movie more upbeat by cheering people up by giving them phones that that they can use to text their friends funny photos of dead people.
The ad will run in cinemas across the UK from this week. The continuing campaign reminds cinema goers to turn off their mobile phones and carries the strapline, “Don’t let a mobile phone ruin your movie”.
The new ad aims to keep the humour of the Gold Spot’s but also integrate the brand’s togetherness theme and “I Am” strategy.
Huston joins a host of celebrities that have starred in the Gold Spot campaigns including Snoop Dog, Steven Seagal, Patrick Swayze and Rob Lowe.
Orange has held the exclusive rights to the slot since 2000 and it has been running the Orange Film Funding board ads since 2003.
Seperately, Orange ha sappointed Jeremy Morris as head of direct marketing, following the integration of Orange’s business and consumer direct marketing and retail publications team.
The new changes build on Orange chief Tom Alexander’s plans to re-structure the organisation and focus on the 21st century customer.
Watch it by clicking the link below.
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