Latest Orange Gold Spot cinema advertising takes on foreign subtitles to comic effect
French comedy starring Gerard Depardieu is the latest movie to receive the Orange treatment for new ad in the Gold Spot series
Orange today released the latest in its series of celebrated cinema adverts, reminding audiences to switch off their mobile phones before they – literally – ruin the movie.
The latest advert from Fallon features a tie-in with Potiche, an upcoming French comedy featuring cinematic legends Gerard Depardieu and Catherine Deneuve. Billed as the ‘French feel-good film of the year’, acclaimed independent film ‘Potiche’ represents the ad series’ first break from blockbusters and details the triumphs of a former trophy wife who takes the reins of the family business when her husband is taken hostage – that is, until Orange get their hands on the subtitles.
With the use of clever editing of the French film’s subtitles, Orange succeeds in disrupting the sophisticated French fare with over the top branding and impeccable comic timing that makes mobile phones the hot topic of conversation.
In the tongue and cheek ad, characters panic over the loss of their Orange phones, and the bedridden patient is solemnly diagnosed with ‘lost phone syndrome’ at his bedside. Even Depardieu gets in to ‘phone’ character for Orange as he tells an amazed friend about the ‘sweet new phone’ he could be enjoying.
The fun continues with cheeky subtitles such as “To demonstrate mobile broadband, Pierre will show you his Orange dongle”, which is quickly followed by “I’ve seen it, it’s high speed.”
Spencer McHugh, Director of Brand for Orange UK said: “By extending our popular series to the world of foreign films, Orange has once again refreshed the iconic Gold Spot ads with a new mischievous spin. As film fans, we’re delighted to add such a prestigious independent title to our series and look forward to raising a few smiles in cinemas across the UK.”
The full Potiche commercial will be screened in UK cinemas from 27th May 2011 ahead of the film’s release in cinemas on the 17th June.
Orange today released the latest in its series of celebrated cinema adverts, reminding audiences to switch off their mobile phones before they – literally – ruin the movie.
The latest advert from Fallon features a tie-in with Potiche, an upcoming French comedy featuring cinematic legends Gerard Depardieu and Catherine Deneuve. Billed as the ‘French feel-good film of the year’, acclaimed independent film ‘Potiche’ represents the ad series’ first break from blockbusters and details the triumphs of a former trophy wife who takes the reins of the family business when her husband is taken hostage – that is, until Orange get their hands on the subtitles.
With the use of clever editing of the French film’s subtitles, Orange succeeds in disrupting the sophisticated French fare with over the top branding and impeccable comic timing that makes mobile phones the hot topic of conversation.
In the tongue and cheek ad, characters panic over the loss of their Orange phones, and the bedridden patient is solemnly diagnosed with ‘lost phone syndrome’ at his bedside. Even Depardieu gets in to ‘phone’ character for Orange as he tells an amazed friend about the ‘sweet new phone’ he could be enjoying.
The fun continues with cheeky subtitles such as “To demonstrate mobile broadband, Pierre will show you his Orange dongle”, which is quickly followed by “I’ve seen it, it’s high speed.”
Spencer McHugh, Director of Brand for Orange UK said: “By extending our popular series to the world of foreign films, Orange has once again refreshed the iconic Gold Spot ads with a new mischievous spin. As film fans, we’re delighted to add such a prestigious independent title to our series and look forward to raising a few smiles in cinemas across the UK.”
The full Potiche commercial will be screened in UK cinemas from 27th May 2011 ahead of the film’s release in cinemas on the 17th June.
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