5 June 2011

Mr Dresden, We Love You, Please Come Back!

Subject: In-appropriate Advertising
Sent: Sunday 5th June 2011
To: Executive Office of Orange

Dear Sir / Madam,

I wish to complain about the strategic change Orange has made in the last year that is affecting myself and many of the people I know. Until approximately one year ago one of the highlights of visiting the cinema was your Gold Spot adverts featuring Mr. Dresden and the Orange Film Board. As a Marketing Manager by trade I find it hard to recall another series of adverts that so perfectly hit the correct balance of humour and engagement with the audience in such a short period of time.

Sadly your decision to give in to the product placement demands that you have so successfully satirised over the years (mocked may even be a better word given your recent switch) I am loathed to find myself at the end of the trailers and having to sit through an over-running and mind-numbing hybrid of the worst of a trailer and a brand-damaging name-drop.

Volume in the auditorium goes up as people of all ages quickly realise "oh, this is a heavily endorsed advert for a film that is neither as good as an individual trailer or a simple advert for Orange themselves". Due to the film-placement deals signed, your costs may have fallen significantly but the effectiveness of these adverts have dramatically plummeted. You are no longer a "smart" company for savvy film go-ers (read savvy phone consumers), instead you are now only engaging children briefly whilst adults switch off (figuratively) until the BBFC classification comes appears.

Please, for your own business interests and for all cinema go-ers UK wide, re-instate your Orange Film Board / Funding Studios with Mr Dresden and monitor how quickly the "feel good factor" returns to the results of this advertising spend. Until last year you had the magical X-factor with regards films, smart adverts and smart deals. Now you are just cheap. If not for the sake of your own business, then for the sake of art - which is what your previous adverts genuinely were.

Yours faithfully,

Phill

[If you are missing him too, why not look at all bar the last two of this playlist]