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April 1, 2009

ORANGE UNVEILS NEW CINEMA ADVERTISING WITH LAUNCH OF ORANGE FILM STUDIOS

Filed under: News — Tags: , — karol @ 9:53 pm

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

London, 26th March 2009: 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.

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