Set against a gradually regenerating urban backdrop, a cast of 268 16-24 year-old volunteers will feature in the ads.
The “Stand Up and Be Counted” campaign, created by Orange’s ad agency Fallon, will run throughout July and September to coincide with the gigs in Manchester and London.
It will echo the Orange brand message “Together we can do more”, by showcasing the positive difference people can make when they come together.
The campaign will be supported by radio and outdoor activity.
In May, Orange announced plans to this year bolster its presence beyond London to encompass Manchester and Paris.
The initiative from Orange will see 8,000 volunteer positions created in London and Manchester.
It will allow people to undertake community-based charity projects for four hours, and in return earn tickets to exclusive gigs in the respective cities.
US pop star Lady GaGa, The Enemy, N-Dubz and VV Brown will take to the stage at Manchester Apollo on 13 July. A new line-up for London’s Royal Albert Hall (25 September) will be announced in the coming months.
The programme will also take place in Paris with a series of four-hour projects for 5,000 volunteers, finishing with a gig at Le Zenith on 2 October.
Spencer McHugh, Orange UK brand director, says: “The TV campaign celebrates the heroes of Orange RockCorps, volunteers who gave up four hours of their time to help in their local communities. The advert shows how collective achievement can make a real difference.”