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ADVERTISING CAMPAIGNS

Orange Gold Spot with Juliette Lewis

Agency: Fallon

Client: Orange

Juliette Lewis stars in the latest Orange Gold Spot advert which goes live in cinemas on June 26, 2009 and is the second in a new series following the launch of Orange Film Studios this year.

The work sees the return of Mr Dresden and Elliot who have moved into the film production business and are now creating ‘re- envisioned’ Hollywood blockbusters with Orange mobile phones at the centre of the action.

‘Fngrz of Fury’ is re-envisioned version of martial arts film ‘Fist of Fury’ and aims to remind people to turn off their mobile phones in cinemas.

Set in a Hollywood sound studio, Mr Dresden and Elliot are recording a director’s commentary for their ‘new movie’, Fngrz of Fury. Lewis arrives in the studio after Mr Dresden and Elliot wave her over to join them.

Watching the film on a projection screen, Lewis appears on the screen dressed in a contemporary martial arts outfit and begins a spectacular kung-fu routine.

The new Gold Spot series includes a digital campaign by creative agency Poke and spoofs how movies are promoted on the web as if the Orange Film Studios’ movie was real.

A dedicated website orange.co.uk/orangefilmstudios , features additional promotional material about the movie. It includes Mark Kermode interviewing Mr Dresden and Elliot about their ‘new movie,’ a fun game based on how quickly phone users can text and even mobile wallpaper.

Orange is also launching a competition to find the best title for a future Orange Film Studios’ movie. Running until August 31, the winner will win the chance to see their movie idea realised on screen in a future Orange Gold Spot.

Brand Director for Orange UK, Spencer McHugh, said, “The Gold Spot adverts reinforce Orange as the number one brand associated with film in the UK.

“The new series and concept behind Orange Film Studios has enabled us to continue to entertain millions of people, while introducing an interactive element and finding new and innovative ways to reach UK audiences.”

AJR
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