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Orange has launched its new strategy with a TV spot from the Parisian agency Marcel. The ad sings the praises of a life lived in the open, drawing parallels with the freedom afforded by the combined communications offering from the telecoms company, which now includes internet access following the rebranding of Wanadoo under the Orange banner. The commercial is the first TV work for the mobile phone company since its owner, France Telecom, consolidated its business within the Publicis Groupe. Marcel, run by the creative duo of Fred Raillard and Farid Mokart, runs the account in France, while Fallon holds the reins in the UK.