New campaign – Orange

Fallon has created a £9m Christmas campaign for Orange that introduces a new “Togetherness” theme to the brand’s advertising.

The campaign is the first major activity from Fallon since it won the mobile giant’s pan-European advertising business along with Marcel earlier this year (MW March 9). It features a series of wind-up toys that are supposed to represent togetherness.

The toys encounter people going about their daily lives. As they wind down and stop, people wind them back up again. The strapline for the campaign, which features the song Let Me Call You Sweetheart performed by comedy legends Laurel & Hardy, is “Togetherness – keep it going past Christmas”.

Research by Orange suggests that most 18- to 34-year-old customers make resolutions to keep in contact with their loved ones around Christmas, but fail to do so throughout the year.

Orange will use the “Togetherness” concept to promote a range of products. The campaign will run across TV, print, outdoor and online, as well as in-store.