There was a time when a certain brand of mobile phone managed for years to adopt a distinct look and tone of voice that we all became reasonably familiar with. At times it was a bit esoteric and self deprecating - but it was always consistent. If you removed the logo, you'd still know the brand. In the cinema, Mr Dresden and his film board would make us chuckle about mobile phones ruining movies. The line 'The future's bright. The future's Orange' became so ingrained in the public consciousness that even when France Telecom replaced it with 'Together we can do more', six or seven years ago, everyone still remembered the old line.
That's all history now. The merging of TMobile and Orange in the UK has resulted in these two brands coming together and giving birth to Everything Everywhere or EE. The advertising produced by Saatchi & Saatchi, the agency that no longer employs the two famous brothers, is the agency behind the new brand; and with the best will in the world, this was always going to be an impossible task. Indeed, many believe it was a fatally flawed error of judgement to kill off the Orange brand overnight, even if it was to be replaced by a brilliantly creative advertising creation. It's a notion I have a great deal of sympathy with, having worked for three years on the Orange brand myself.
The cinema advertising featuring Kevin Bacon isn't a brilliant creation: at best it's mildly irritating (the shed commercial featured here is particularly weak), while the green and yellow press advertising is frankly dull as ditch water (though ditch water might be a tad more interesting). This aside, whatever happened to Orange Wednesdays? Have they now become Everything Everywhere Wednesdays? Doesn't quite trip off the tongue, does it?
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