LONDON - Mobile company Orange is overhauling its cinema Gold Spots ads for the first time in seven years, consigning its popular Orange Film Funding Board concept to the archives.
The cinema ads, known as the Orange Gold spots, have featured the Orange Film Funding Board since 2003.
Up until now, the spots have featured various celebrities such as Snoop Dog pitching their film ideas to a panel of Orange producers, who have tried to change the storyline to fit around the Orange brand.
It has also reminded audiences to switch off their mobile phones.
The new ads, created by Fallon, will explore the format, "don't let a mobile ruin your movie", and Orange will feature in spoof movie trailers of forthcoming films.
Across cinemas nationwide from today (30 April), Orange's first Gold Spot ads will tie-in with this summer's blockbuster, 'The A-Team', in partnership with 20th Century Fox.
An all-star cast will feature in the ad including Hollywood actors Liam Neeson as Hannibal, Bradley Cooper from 'The Hangover' as Face, Quinton Jackson as BA and Sharlto Copley as Murdock.
The Orange Gold Spot actors reference blatant Orange branding in a tongue-in-cheek way, while comical scenarios take place involving the ‘bad guys'.
Spencer McHugh, Orange director of brand UK, said: "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."
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