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The spot was filmed by Noam Murro, the director of Orange’s 2006 New York power cut ad.

The TV ad, in four executions ranging from 20 to 60 seconds, will be accompanied by press, outdoor and online executions (view below).

Justin Billingsley, Orange brand director, said: "There are 120 different executions, touchpoints along the consumer journey, to make sure that it feels consistent with a closer connection between the campaign and Orange."

The ads tell the story of the various acquaintances and loves who help make up the personality of each individual.

The TV ad’s voiceover was done by an audio editor who was working on the project.

According to Orange, the creative team was struggling to find the right voice when they heard him talking to someone on the phone.

Outdoor:







Press:





TV Credits

Agency Producer: Tracy Stokes
Production Company: Independent
Director: Noam Murro
Producer: Jay Veal
Executive Producer: Richard Packer
Director of Photographer: Toby Irwin
Editor: Russell Icke
Post-production: Framestore
Audio post-production: Grand Central
Media Agency: Initiative

Press/Poster Credits

Head of Art: Mark Elwood
Designers: Ginny Carrel, Monica Pirovano, Daniel Mead?
Head of Art Buying: Susie Morley
Art Buyer: Sarah Kavanagh
Photographer: John Short
Artistic Director: Chrissie Macdonald
Producer: Alex Plaza
Retoucher: Russell Kirby
Retoucher: Raj Taylor @ Creative Asset