A Fisher-Price toy phone has a starring role in this telecom ad

Spot for Orange by Publicis Conseil highlights phone recycling

Published On
Sep 30, 2020

Editor's Pick

Marketing continues to take a nostalgic turn in this feel-good ad from telecom Orange. The spot actually gives a starring role to another brand, toy company Fisher-Price—namely, its "rolling telephone toy," beloved of '70s and '80s kids.  

The ad, by Publicis Conseil, depicts the relationship between a little girl and her rolling phone. She takes it everywhere with her, but as she grows up it goes the way of many a plaything, relegated to the shelves and then the attic (a tale we all know well, thanks to "Toy Story"). However, later on, as a mother, she digs out the phone and gives it to her own child. The ad was directed by Frédéric Planchon of Iconoclast and is set to an original track, "Thirteen Thirty Five," by Dillon.

The ad promotes Orange's European initiative to give phones a second life by encouraging the return or recycling of old devices, as well as the repair or purchase of reconditioned phones. The brand wants to raise awareness of the environmental impact of phones, which are made of plastic and glass, but also of non-renewable natural resources. In France, it is estimated that more than 100 million phones are currently languishing in drawers. 

The spot is airing in France, Belgium, Spain, Luxembourg, Moldova, Poland, Romania and Slovakia, and is accompanied by a press, digital and outdoor campaign.




Sep 30, 2020
Client :
Agency :
Publicis Conseil-Paris
Executive Director Communications Engagement and Brand :
Béatrice Mandine
Global SVP Brand & Sponsoring Director :
Jean-François Rodriguez
Group Brand Identity and Advertising Director :
Séverine Nübel
Global Brand Creative Director :
Christian Bony
Group Brand Advertising Director :
Laëtitia Fruchier
Global Project Leader :
Christelle Pelletier-Le Rouzic
Music Brand Manager :
Vrej Minassian
Global Media Manager :
Géraldine Grümmer
Communication and CSR Director Orange France :
Gaëlle Le Vu
Communication Creation and POS communication Director :
Quentin Delobelle
Creation Director :
Annabel Salesa
Head of Advertising :
Ombline Thomine-Desmazures
Advertising Manager :
Ronan De Beauregard
Production Manager :
Laurence Poucan
CEO of Publicis Conseil in France :
Agathe Bousquet
President of Publicis Conseil overseeing creativity :
Marco Venturelli
Executive Creative Director :
Fabrice Delacourt
Copywriter :
Benjamin Sanial
Art Director :
Raphael Halin
Creative Assistant :
Célia Kuczynski
Creative Assistant :
Caroline Delhoume
Account Manager :
Marie Wallet
Account Manager :
Anne Dauvé
Account Manager :
Claudia Weiss
Account Manager :
Priyanka-Lisa Sen
Account Manager :
Pascaline Montroussier
Account Manager :
Emilie Jeanneau
Account Manager :
Magali Bergeroux
Account Manager :
Jeanne Lemarchand
Strategic Planning :
Damien Sabatier
Agency Producer :
Benjamin Auberdiac
Production Company :
Director :
Frederic Planchon
Executive Producer :
Nathalie Le Caer Line
Producer :
Alexia Levy
Director of Photography :
Stephane Fontaine
1rst assistant :
Jim Cole
Stylist :
Reem Kuzayli
Deco :
Richard Brigland
Post Production :
Post Producer :
Franck-Hervé Marc
Editing :
Nik Hudson
Colorgrading :
Mathieu Caplane
Sound Producer :
Joel Tessonneau
Business Affairs :
Florian Izquierdo
Business Affairs :
Jeanne Duclos

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