Fallon wins Orange 10m Gold Spot cinema ad brief

Orange has moved its 10m Gold Spot cinema advertising account out of Mother to Fallon without a pitch. The move will strengthen Fallons hold on the business and consolidate the brands advertising into its I Am and Together We Can Do More strategy.

OrangeOrange 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.

Latest from Marketing Week

Hack your commute: Digitise your paper documents


Are you someone who prefers making handwritten notes to smartphone memos? Someone who believes the best way to read something with due consideration is to have it printed out so you can make notes in the margins? Someone who needs to make mark-ups on proofs on a regular basis? If so, on more than one […]


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here