Orange launches Elton John campaign

Orange is launching a &£5m advertising campaign featuring Elton John and Stephen Fry next week to promote its new consumer third-generation (3G) service. The campaign has been created by Mother, with Naked handling media planning, and Initiative responsible for media buying. The five-week television, press and outdoor campaign aims to demonstrate how simple the service is to use. The campaign features two executions – one with each celebrity. John uses the video-calling service in Las Vegas and Fry promotes the music services available with 3G. A separate ad will involve an interactive TV element – a first for Orange. The ads use the strapline ‘Orange 3G. It’s 3G peasy’ to illustrate the simplicity of the service. Weapon7 produced the creative work and strategy for the interactive campaign. Orange launched its long-awaited consumer 3G service in December but shunned a high-profile advertising launch, instead opting for a phased approach.