Project name: Goldspots
Creative agency: Fallon
Client & their job title: Noel Cottle, Senior Advertising Manager
Brief: What would the Orange film funding board do next?
Executive Creative Director: Tony McTear
Art Director: Selina McKenzie
Copy Writer: Toby Moore
Group Account Director: Katrien DeBauw
Agency Planner: Tim Millar
Agency Producer: Nicky Barnes
Production Company: Harvest
Director: Baker Smith
Producer: Mala Vasan
Director of Photographer: Bill Pope
Editor: John Smith
Post-production: MPC
Audio post-production: Wave
Media Agency: Mediaedge:cia
Orange today announces that Danny Glover will star in the latest Orange Gold Spot advert to run in cinemas across the UK from 11th December. In the final Goldspot in the 2009 series, Danny Glover plays the leading role in the spoof action blockbuster ‘Dial Hard’ created by the fictitious Orange Film Studios that create remakes of Hollywood classics.
In the Gold Spot, Danny Glover is in disbelief after a film screening and asks what happened to his original script about a “janitor uncovering corporate corruption.” It soon becomes clear that his film has been radically edited, without his knowledge in post-production and completely renamed with typical Orange Film Studio finesse.
The movie is a comedic parody of the first ‘Die Hard’ film, although the plot has been altered to have a mobile theme: villains take hostages in a skyscraper and block out the city’s phone lines but the heroes unsurprisingly come to the rescue and rewire the building so it becomes a “hotline to the cops”. The clip also contains references to ‘Lethal Weapon’, the movie which established Glover as a much-loved action hero. Glover uses his famous catch-phrase: “I’m too old for this” when asked to perform an action stunt to arrive into the press junket to launch the film. Glover is asked to replicate a stunt from ‘Die Hard’ by smashing a PC through a window and roping himself down to the ground below:
“DANNY GLOVER: ‘Well, I’m not doing the press junket’
They walk around the corner and see a rope tied to a seat. The rope leads out the window. They stop in their tracks.
MR DRESDEN: ‘The media are waiting just below us. Thought you could rope down and smash through the window.’
ELIOT demonstrates how the rope is used.
DANNY GLOVER (walking out of the room): I’m too old for this...’
They get into the lift.”
In the lift, Elliot carries a model skyscraper with an in-built mobile phone. When the skyscraper is opened, the handset lights up and a deep, voice booms out: “DIAL HARD”. Elliot presents the mobile phone to Danny Glover urging him to make a call to his agents and he retaliates in disgust: “I’m not calling anyone on that thing.”
The advert includes blatant Orange plugs for comic effect. For instance, Elliot carries a large, cumbersome billboard with a large picture of Danny Glover. The text on the board is a play on Orange’s “I AM” marketing campaign:
“I AM Danny Glover
I AM gonna make one big call”
When the characters exit the lift, Mr. Dresden forces Danny Glover to attend the press conference by pushing him through a glass window. Glover regains his composure, brushes off the glass and gives the press a radiant smile and Mr. Dresden introduces him to the crowd. The clip ends with Mr. Dresden saying: “He’s not too old to bust some chops and call the cops!”
By starring in an Orange Gold Spot, created by Fallon, Glover is joining an elite club of Hollywood stars who have entertained UK cinema audiences in the mobile ads. Other recent stars to have featured in the latest Goldspot series include Sigourney Weaver and Juliet Lewis.
Spencer McHugh, Brand Director for Orange UK says: “The Goldspot has become part of the cinema going experience in recent years and this iconic advertising continues to be enjoyed by millions of film goers contributing to us being the No1 brand associated with film.”
Orange has held the prestigious 65 second slot or ‘Gold Spot’ since 2000, and this latest advert is the 24th in the series.