Orange has moved its £10m Gold Spot cinema advertising account out of Mother to Fallon without a pitch. The move will strengthen Fallon’s hold on the business and consolidate the brand’s advertising into its “I Am” and “Together We Can Do More” strategy.
The first Fallon Gold Spot ad will appear in February 2009.
Mother retained the Gold Spot business in September 2006 following a pitch against Fallon, which holds the brand’s pan-European advertising account.
Orange UK brand director Justin Billingsley says the ads will retain their humour but integrate the brand’s togetherness theme and “I Am” strategy. “Even bigger” celebrities will be added to the existing creative vehicle.
The ads, which have so far been exclusive to the UK, have just started to roll out into Europe, most recently to Romania.
Billingsley says Mother will continue to work with Orange on a “number of innovation products”. He adds: “The key thing is that our body of work was separated between Fallon and Mother and nothing was united. We feel very good about the work that Fallon is doing for us.”
Orange’s Gold Spot ads – the advert that appears immediately before a film – have featured celebrities such as Snoop Dog, Steven Seagal, Patrick Swayze and more recently, Rob Lowe. Orange has held the exclusive rights to the slot since 2000 and it has been running in its current form since 2003.
Orange has a history of involvement in films that includes sponsorship of Bafta and Orange Wednesdays, which offers consumers a discount at selected cinemas each Wednesday.