Created by Fallon, the campaign is the first major drive by the agency for the brand since it won the business in March following a global review.
The campaign aims to push Orange's "Togetherness" theme, in which customers should keep in contact throughout the year rather than only around Christmas time. The TV ad will be supported by a series of print, online and outdoor executions following the same theme.
Set to 'Let Me Call You Sweetheart', originally performed by comedy legends Laurel & Hardy, the TV spot features a series of wind-up toys, developed by Aardman Animations, which encounter people carrying out their daily lives, cross busy streets and meet bemused dogs.
As they wind down and stop, people wind them back up again and thereby keep their togetherness going. It ends with the tagline "Togetherness, keep it going past Christmas".
The "Togetherness" concept will be used as an umbrella theme under which Orange will promote a number of new and existing products.
Pippa Dunn, Orange UK director of brand marketing, said: "Rather than short-term seasonal offers, Orange delivers great value all year round, and our broadband and mobile products can help people keep togetherness going. Micah Walker and the team at Fallon have developed a warm and very engaging campaign that brings this thought to life, in a very Orange way."
Micah Walker, creative director at Fallon, said: "Most Christmas campaigns just focus on the big day itself. So we are really excited to work on a Christmas campaign that actually had a more meaningful message. More than just a holiday shout, it's a point of view from Orange about how people should keep that day's togetherness going all year round."
Director on the spot is Ringan Ledwidge, through production company Rattling Stick. Creative director is Walker, while copywriter is Lawrence Seftel.
Media planning and buying is through Initiative.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .