Magazine article Marketing

Adwatch: Orange - 'Motorcycle Stunt'

Magazine article Marketing

Adwatch: Orange - 'Motorcycle Stunt'

Article excerpt

Nearly two years ago I bought a copy of Zongamin's debut album. My first thought on listening to it was 'That's the last we'll hear of Moby, then.' Every track sounded as though somewhere waiting for it was the good ad just needing that final magic ingredient to be turned into a great ad.

So I was a little surprised that it has taken until now for the album to appear on its first major UK ad. The track in question is the J Shivers Theme, and, on hearing it in the kitchen a few weeks ago, I rushed straight to the television to see which advertiser had been smart enough to pick up on its extraordinary catchiness. That advertiser is Orange.

Given the huge exposure levels, you are probably more than familiar with the quirky animation style and product claims that, along with the music, form the key elements of this campaign. The execution in question, 'Motorcycle stunt', focuses on Orange's offer to match any competitor's tariff should you find one that you prefer to its own. It is a top parity claim ('match', not 'beat'), and while it is a subject that is always a challenge to turn into memorable advertising, Orange has pulled it off. …

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