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24 July 2018

Never losing the thread

by Alice May

Orange: “The Thread” - 90s

Orange goes to great lengths to demonstrate that amid the hubbub of the contemporary world, with its myriad technologies and oceans of people, theirs is the brand which connects us.

The thread literally running through every scene in this 90 second spot from Publicis Conseil (Paris) never breaks - regardless of the bustle and burden it's subjected to. The image suggests a tangible constant we can rely upon: a rarity in today's ever-changing landscape.

However, the track - 'Run From Me' by Timber Timbre - is a very counter-intuitive choice. The lyrics: "Run from me, darlin / You better run for your life" don't bode well for the couple making their way towards each other. But, hey - maybe that's how it is in France.

What is lovely, however, is the cinematography. Steve Annis does a terrific job of creating a timeless atmosphere through the quality of the light - whether in the claustrophobic dark of a club or the expanse of a sky still young with the morning sun.

Film Production: Iconoclast Ⓟ Ⓦ
Director: Nico Perez Veiga Ⓟ Ⓦ
Producer: Nathalie Le Caer
Cinematographer: Steve Annis Ⓦ (Lux Artists Ⓟ Ⓦ)
Editor: Carlos Font Clos
Music: Run From Me by Timber Timbre

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