Orange takes new direction with cinema ads

Orange has partnered with 20th Century Fox to launch a new creative direction for its “Gold Spot” cinema advertising.

A Team

The new “movie trailer” concept, will launch today (30 April) and will see the Orange brand featuring in spoof trailers for genuine film releases.

The first in the series features a tie-up with The A-Team movie set to be released this summer.

The ad stars the cast of the film; Liam Neeson as Hannibal, Bradley Cooper as Face, Quinton Jackson as B.A and Sharlto Copley as Murdock, and the Orange Gold Spot actors making obvious references to the Orange brand in comical scenarios.

The spoof trailer culminates with Hannibal delivering the line “I love it when a talk plan comes together.”

In the previous Gold Spots, the Orange Film Funding Board have upset celebrity film pitches and interfered with actors both on and off set by trying to get more Orange brand mentions into their films.

Orange has used the “Don’t let a mobile ruin your movie” concept through ads featuring the Orange Film Funding Board to remind cinema-goers to switch off their mobile phone before the film since 2003.

Spencer McHugh, Director of Brand for Orange UK said: “Orange has once again pushed the boundaries and taken cinema advertising to a place where no other brand could go. The opportunity to take over a real Hollywood film set, the movie and its cast is a reflection of our commitment and support of the film industry – resulting in an ad with the wow-factor that we hope our Gold Spot fans will love.”

The ad has been created by Fallon London and will appear across cinemas from today (30 April).