Orange is launching a £13m advertising push to promote its pay monthly and pay-as-you-go offerings and its new music service “Gigsandtours from Orange”.
The campaign breaks today (Wednesday).
The ads are Fallon’s third major piece of work since the agency won Orange’s acc-ount last year and it follows the “Togetherness” and “People are good together” campaigns.
The new activity introduces the strapline “Life as you like it” and each execution features a song celebrating the benefit of an Orange product.
The ads begin with a central character singing a song to the camera. As each song is sung, props that are linked to the lyrics appear in shot and are used by a group of friends to build a theatrical scene as a tribute to “Life as you like it”.
Orange head of advertising Rachel Macbeth denies the new campaign is a move away from the “Togetherness” strategy.
“We’re trying to tell a story about Orange,” she says. “The last two ads have been very much about togetherness and this one is more about individuals, but we are not moving away from the concept of togetherness.”
The “Life as you like it” campaign is the first time that Orange has promoted its Gigsandtours service with above-the-line advertising.
The service allows Orange customers to “kiss goodbye to sold out gigs” by reserving tickets for selected gigs up to 48 hours before they go on public sale.