European mobile carrier Orange has this pay-as-you-go program that lets users define their own reward system. To promote it, Fallon/London tapped Reuben Sutherland of Joyrider, who came up with “Grabber.”
In the spot above, transparent orange balloons, shaped like random animals, float enchantedly up toward the skylight of a factory building. (This setting was labeled “timeless,” which I guess is true, given that we never quite run out of deserted warehouses.)
As the narrator pitches viewers on the pay-as-you-go system (“I am all the choices I make in life…”), a giant mechanical claw eases into the frame and gently swoops downward to complete that most impossible of mundane feats: wrapping its little talons around a defiant little dolphin. This illustrates how you can hand-pick your rewards.
Pretty. Certainly finer than the frenetic, slapstick and somewhat scattered mobile fare we see here. Ads for the T-Mobile unlimited family plan, and this AT&T campaign, come to mind.
