Peter York on Ads: The art direction's so good I want to live on set

Orange Wednesday

Flicking ever onward through historic picture books as art directors constantly do, where did they find the interior for the new Orange Wednesday commercials? It's the classic 1950s modernist New York apartment - it feels like an apartment rather than an office - huge, double height, with vertiginous total glazing. What was it based on - an early TV network tycoon's pad, a Broadway impresario's?

Flicking ever onward through historic picture books as art directors constantly do, where did they find the interior for the new Orange Wednesday commercials? It's the classic 1950s modernist New York apartment - it feels like an apartment rather than an office - huge, double height, with vertiginous total glazing. What was it based on - an early TV network tycoon's pad, a Broadway impresario's?

Whatever, I want it. This interior, shot in black and white from above, or with telescopic lens, from across the skyscraper canyon, adds huge tone and gnomic depth to the business of advertising Orange's "two cinema tickets for the price of one" promotion. (It operates on Wednesdays, which starts you wondering, if Saturday is the peak admissions day which is the worst?) Two middle-aged men are in this über-apartment, debating, in a slightly post-modern way that's meant to involve you with the brand, what the promotion should be called. One has a deep smart American voice, the other speaks British RP and their conversation is shot in that 1960s art-movie style with the voice-track drifting over cloudy grainy views of the town and a fine Deco clockface surmounted by a globe, just below this Orange skylab.

It's all a bit tricksy - lights go on and off as they speak; a picture creates mouse-ears behind one of the characters. It's wildly disingenuous: "I don't have a promotion, just a name." And it's more than a little pi - "We reward our Orange customers." But it stays in your mind because everything - the art direction, the Nouvelle Vague-ish conversation, the music track with its clever jazz-ish sounds of double bass and plinky piano - has an effective kind of false resonance for people who stare at a lot of stills and watch a lot of films. They'll know how it's intended to work on them - to say that Orange is the cleverer network, the one with the cultural hinterland, the one for People Like Us - but at the same time they'll feel it's worryingly attractive. This is a commercial that targets art directors brilliantly.

Peter@sru.co.uk

Start your day with The Independent, sign up for daily news emails
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksNow available in paperback
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Guru Careers: Finance Account Manager

£Neg. (DOE) + Excellent Benefits: Guru Careers: A Finance Account Manager with...

Ashdown Group: Helpdesk Analyst

£25000 per annum: Ashdown Group: An established media firm based in Surrey is ...

Sphere Digital Recruitment: Display Account Manager

£25,000 to £35,000: Sphere Digital Recruitment: The Company Our client are th...

Sphere Digital Recruitment: Sales Director

£80 – 120K : Sphere Digital Recruitment: Sales Director – Ad tech - £80 – 120K...

Day In a Page

Jeb Bush vs Hillary Clinton: The power dynamics of the two first families

Jeb Bush vs Hillary Clinton

Karen Tumulty explores the power dynamics of the two first families
Stockholm is rivalling Silicon Valley with a hotbed of technology start-ups

Stockholm is rivalling Silicon Valley

The Swedish capital is home to two of the most popular video games in the world, as well as thousands of technology start-ups worth hundreds of millions of pounds – and it's all happened since 2009
Did Japanese workers really get their symbols mixed up and display Santa on a crucifix?

Crucified Santa: Urban myth refuses to die

The story goes that Japanese store workers created a life-size effigy of a smiling "Father Kurisumasu" attached to a facsimile of Our Lord's final instrument of torture
Jennifer Saunders and Kate Moss join David Walliams on set for TV adaptation of The Boy in the Dress

The Boy in the Dress: On set with the stars

Walliams' story about a boy who goes to school in a dress will be shown this Christmas
La Famille Bélier is being touted as this year's Amelie - so why are many in the deaf community outraged by it?

Deaf community outraged by La Famille Bélier

The new film tells the story of a deaf-mute farming family and is being touted as this year's Amelie
10 best high-end laptops

10 best high-end laptops

From lightweight and zippy devices to gaming beasts, we test the latest in top-spec portable computers
Michael Carberry: ‘After such a tough time, I’m not sure I will stay in the game’

Michael Carberry: ‘After such a tough time, I’m not sure I will stay in the game’

The batsman has grown disillusioned after England’s Ashes debacle and allegations linking him to the Pietersen affair
Susie Wolff: A driving force in battle for equality behind the wheel

Susie Wolff: A driving force in battle for equality behind the wheel

The Williams driver has had plenty of doubters, but hopes she will be judged by her ability in the cockpit
Adam Gemili interview: 'No abs Adam' plans to muscle in on Usain Bolt's turf

'No abs Adam' plans to muscle in on Usain Bolt's turf

After a year touched by tragedy, Adam Gemili wants to become the sixth Briton to run a sub-10sec 100m
Calls for a military mental health 'quality mark'

Homeless Veterans campaign

Expert calls for military mental health 'quality mark'
Racton Man: Analysis shows famous skeleton was a 6ft Bronze Age superman

Meet Racton Man

Analysis shows famous skeleton was a 6ft Bronze Age superman
Garden Bridge: St Paul’s adds to £175m project’s troubled waters

Garden Bridge

St Paul’s adds to £175m project’s troubled waters
Stuff your own Christmas mouse ornament: An evening class in taxidermy with a festive feel

Stuff your own Christmas mouse ornament

An evening class in taxidermy with a festive feel
Joint Enterprise: The legal doctrine which critics say has caused hundreds of miscarriages of justice

Joint Enterprise

The legal doctrine which critics say has caused hundreds of miscarriages of justice
Freud and Eros: Love, Lust and Longing at the Freud Museum: Objects of Desire

Freud and Eros

Love, Lust and Longing at the Freud Museum