The company, is to start selling the Apple iPhone on 10 November, intends to publicise the extent of its 3G coverage, which it claims covers more than 93% of the population.
The campaign, created by Fallon, runs until the middle of December and appears across train stations, buses, digital panels, in airports and shopping malls.
It uses conversational language to make people feel as if the advert is talking directly to them. The advertisements play on the idea that no matter who you are or what you are doing, you are likely to be covered by Orange’s 3G network.
The ads include captions in Orange’s signature black and orange branding which talk to ‘the lady with the high heels in her bag,’ ‘you with the headphones’ or ‘you with the big smile’ and all end in the phrase ‘you’re covered.’
Spencer McHugh, brand director at Orange UK says: “This campaign was devised to have a fresh and fun appeal to ensure that people see different versions of the adverts wherever they go, keeping the campaign new and intriguing.”
Orange is currently in negotiation to merge with T-Mobile, subject to regulatory approval.