The campaign has been developed by Underwired and aims to promote the tariff as a simpler way to pay for mobile phone services as it offers a single allowance for minutes, texts and other services rather than fixed bundles.
The creative features three executions, two featuring complicated guessing games and the third showing a screwed up phone bill with the line, "an end to complicated bills".
Those that click on the ads are drawn to details about a special 25% offer and ways to sign up either or by telephone.
James Kipling, SME campaign manager at Orange Business Solutions, said: "Underwired came back with a really engaging way of communicating our new Business Advance plan online. In such a competitive market, it's important to make our communications work harder."
Underwired won the work following a three-way pitch staged in April.
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