The Orange Gold Spots (cinema commercials) have a cult following in the UK. There have been rather a lot of them. Orange is a mobile phone and internet service provider and the commercials, with the tag line, “Don't let a mobile phone ruin your movie. Please switch it off", have been shown directly before films for a decade.
Each commercial in the campaign is a short sketch in which fictional Orange executives run a film studio, remaking classic films with incongruous mobile phone references. In the previous campaign (up until five years ago), Orange phones were promoted instead via product placement, even though the product was always completely out of place in the sketch (a phone in an American western, for example).
London advertising agency, Fallon, have created the latest 65 second Orange spot that launched on Friday, August 3rd. It features Ray Winstone and rapper Ben ‘Plan B’ Drew as Jack Regan and George Carter, the Flying Squad police they play in the big-screen remake of 1970s TV favourite, The Sweeney.
The duo burst into an East End pub after receiving a tip-off. The tongue-in-cheek scene has been hijacked by Orange, to become a mass of mobile phone references. These include the name of the pub - The Dog and Bone - Texters Brew and Voicemail Ale beer taps, and Electric Light Orchestra's Telephone Line music track. During the action, Regan and Carter find out what happens if you let a mobile phone company get involved in a movie. Then the, 'Don't let a mobile phone ruin your movie,' tag line comes up.
The Expendables 2, The Muppets, The A-Team, Spike Lee and Jack Black have previously featured in the Orange Gold Spot commercials.
Fallon executive creative director for the spot is Santiago Lucerno, leading the creatives team of Sam Hibbard, Dan Watts, Avril Furness and Milo Carter. The commercial was directed by Guy Shelmerdine for production company, Smuggler.