Orange Offers Rare Glimpse Behind Ad Scenes

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While there are probably quite a few ads that make us go, "How do they do that?" the question isn't answered often enough to be worth pursuing very far.

Adland, however, posed the question about an ad for Orange entitled Belonging. Oddly enough, it was answered. Sam Akesson of Fallon London confesses, "[Belonging] took A LOT of takes, and we spent about 2 months of rehearsing to get all the choreography and movement right. Basically it involves a lot of people running and jumping into holes..."

We were like WTF until Fallon elaborated with its own version of Making the Video. Way more interesting than anything P. Diddy does behind the scenes of his hitmakers, it probably could still have used a catfight or two. But how often do you get to see people jumping into holes? Not nearly enough.

Ask at Ad-Rag confides, "Belonging doesn't use any CGI. Instead they rely on running away, jumping into holes and the camera's blind spot. I think it's neat." We do too.

In fact, we think behind-the-scenes efforts like this are a great way of building intimacy between brands, audiences and even - yes - agencies. If it worked for Nick Lachey and Jessica Simpson, it can work for us too. Creative endeavours make fertile ground for screaming, crying and potential taboo trysts, yeah?

by Angela Natividad    Feb-23-07   Click to Comment   
Topic: Agencies, Best, Commercials, Online, Television   

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