The spot, part of Orange's wider "Together We Can Do More" campaign, tells the real-life story of Beaumont, a British man who set out to break the around-the-world cycling record, and finally achieved his goal earlier this year.
The ad, which was created by Fallon and launches on August 5, is supported by poster, press, radio and online activity. There is also an interactive TV element which links to a documentary created by digital agency Poke.
The film opens on Beaumont walking into a room with four large projection screens, four walls and a stationary bike in the centre.
As he begins to pedal, his memories are projected onto the screens from childhood to the day he broke the record, and all the people that contributed to his achievement.
Justin Billingsley, director of brand at Orange UK, said: "The Mark Beaumont ad brings to life a thought provoking inspirational story that people can reflect on.
"Everybody has a story to tell and Orange plays a fundamental role in customers' lives, fuelling their relationships and putting customers in touch with the people and things that matter most to them."
Tune into BrandRepublic.tv tomorrow where you can watch an exclusive interview with Billingsley and Fallon's Magnus Djaba.
What do you think of the new campaign? Have your say and vote in our poll.
Comments
It reminds me of Belleville rendezvous - very similar.
Awful! The new Orange ads stink!
I think it's great; as Telecoms move into Utility territory, it places more focus on the actual communication...
I think given the fact that Orange don't have anything unique in the marketplace anymore like "per second billing" which revolutionised the sector, it is soley up to the communications of that brand to offer differentiation.
Omar - 05/08/2008
I think they've missed the point. How does this sell Orange? What would make you want to choose this network over any other?
I'm in Canada, I'm new to the field, and I really am just getting up to speed on much of what's going on in the advertising industry. I have no clue who 'Orange' is, and until the comment above, I had no clue they were in telecoms. Interesting story about Mark's trip, and it's quite well done. I particularly like the dramatic pause in the middle where he was knocked off his bike.... and then continues. Will I remember that it was brought to me by Orange? Probably not. Can I personally connect it to Orange in any way shape or form? Not really. Sorry, but as an outsider, I really can't make the connection. I'm sure their target audience is better suited to making the leap.
After an initial period of scepticism these ads have really grown on me. Creatively I think it's a rather lovely concept and I've seen more tube ads for this campaign than any other in recent times. However the mobile phone market is, now more than ever, hugely price driven so whether Orange has done enough to "sell" their products with these ads - lovely as they are - remains to be seen. As times become tougher consumers need to know what their cheapest options are and this ad lacks that bulk.
We are quickl to slate Orange advertising because of our expectations from a brand that revolutionised the telecoms market. The simple fact is that it doesn't have those points of product differentiation anymore - the competition copied them. Short of revolutionising the product offering, we can't be too critical!
PS - I think it's done to tap into the social networking phenomenon.
Product differentiation and trying to "sell" Orange has long since been blown out of the window and there really is no need. BUT, this new approach is one of the biggest creative fluffs I've seen in ages. Has Fallon finally pushed the "we're so irreverent as long as it looks nice people will like it" approach to death and back? Fail.
Comments
Susan Billinge - 05/08/2008
It reminds me of Belleville rendezvous - very similar.
Frank Poole - 05/08/2008
Awful! The new Orange ads stink!
joe woollen - 05/08/2008
I think it's great; as Telecoms move into Utility territory, it places more focus on the actual communication... I think given the fact that Orange don't have anything unique in the marketplace anymore like "per second billing" which revolutionised the sector, it is soley up to the communications of that brand to offer differentiation.
Omar - 05/08/2008
I think they've missed the point. How does this sell Orange? What would make you want to choose this network over any other?
Ian Lang - 05/08/2008
I'm in Canada, I'm new to the field, and I really am just getting up to speed on much of what's going on in the advertising industry. I have no clue who 'Orange' is, and until the comment above, I had no clue they were in telecoms. Interesting story about Mark's trip, and it's quite well done. I particularly like the dramatic pause in the middle where he was knocked off his bike.... and then continues. Will I remember that it was brought to me by Orange? Probably not. Can I personally connect it to Orange in any way shape or form? Not really. Sorry, but as an outsider, I really can't make the connection. I'm sure their target audience is better suited to making the leap.
Alison Donnelly - 05/08/2008
After an initial period of scepticism these ads have really grown on me. Creatively I think it's a rather lovely concept and I've seen more tube ads for this campaign than any other in recent times. However the mobile phone market is, now more than ever, hugely price driven so whether Orange has done enough to "sell" their products with these ads - lovely as they are - remains to be seen. As times become tougher consumers need to know what their cheapest options are and this ad lacks that bulk.
joe woollen - 05/08/2008
We are quickl to slate Orange advertising because of our expectations from a brand that revolutionised the telecoms market. The simple fact is that it doesn't have those points of product differentiation anymore - the competition copied them. Short of revolutionising the product offering, we can't be too critical! PS - I think it's done to tap into the social networking phenomenon.
Pieter Rossouw - 08/08/2008
Product differentiation and trying to "sell" Orange has long since been blown out of the window and there really is no need. BUT, this new approach is one of the biggest creative fluffs I've seen in ages. Has Fallon finally pushed the "we're so irreverent as long as it looks nice people will like it" approach to death and back? Fail.