T-Mobile and Orange are set to launch separate multi-million pound advertising campaigns in an attempt to highlight the differences between both brands.
Creative agency Saatchi & Saatchi are responsible for the T-Mobile ad, which uses the strapline ‘What Britain Loves’, marking the end of its long running ‘Life’s for sharing’ slogan. The first ad focuses on its new Full Monty tariff and is set in an English village. It shows a diverse range of characters, including grannies, Beefeaters and football supporters, hurtling down a hill after a cheese wheel.
The advert, narrated by comedian Harry Hill, launches tomorrow (2 February) online and will be broadcast for the first time on television on 4 February at 8.15pm on ITV1. The 90-second launch ad will be shown throughout the weekend. Thirty and 60 second versions will then follow and run for two months on ITV, Channel 4, Five and a large number of digital channels.
Orange has used ninjas as the basis for its campaign, which it said ‘represents the invisible Orange network, appearing when a customer needs them and setting off on missions to bring customers more’. The first television ad highlights Orange’s Panther tariff, which can give customers a subscription to Sky Sports mobile television, The Times or unlimited music, in addition to the minutes, text and data available in the plan. The advert is set on a train platform where ninjas help a bored man access content on his phone while he waits for a train.
Creative agency Fallon was responsible for the Orange campaign, having previously worked on the operator’s recent advert featuring the Muppets. The 40 second advert will be broadcast for the first time this Saturday (4 February), at 8.15pm, and will run for the next two months across ITV, Channel 4, Five and digital channels.
Everything Everywhere's director of brand Spencer McHugh said: ‘We are extremely proud and privileged to be running two of Britain’s most famous brands – T-Mobile standing for brilliant value for money, and Orange showing it goes the extra mile to offer customers more. Our assault on the market is underpinned by ensuring our two campaigns are distinct, and relate directly to the needs of the two customers bases.’