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Orange I Am Everyone campaign confusing lots of people
Everyone seems to be talking about Orange's new I Am Everyone TV advertising campaign - but does anyone actually know what it means?
The ad kicks off with a middle-class voice reflecting on all the people who've influenced his life as a succession of dream-like faces float by. "I am my mum, I am my sister," the disembodied voice intones, continuing "I am the teacher that failed me" (cue bald male tutor appearing, frowning) before happily adding "and the one who spurred me on" (a smiling matronly-like teacher appears). The ad ends with the conclusion: "I am who I am because of everyone" just as the familiar Orange logo appears. All well and good but doesn't this say rather more about the advertising 'genius' who came up with the idea rather than about mobile phones or the direction that Orange is taking? Just like that rather vague Oasis single D'You Know What I Mean? it's quite hard to know exactly what the ad means. Mobile Today quoted one anonymous Orange shop member of staff as saying, "No-one knows what 'I am' actually means. We need something tangible to show customers; either better deals or better exclusive products." According to Mobile Today it seems that Orange is confident that its existing products are still worthy of being given the hard-sell treatment. One of the adverts to be used in store windows shows a silver Samsung Soul on a Dolphin 25 pay-monthly tariff with the unique selling point, "I am the reason your camera is in the back of your drawer". Another ad that has found its way into the Orange buyers' guide shows a Sony Ericsson C902 five-megapixel camera phone above the slogan, "I am less fuzz more focus". The Dolphin 35 pay-monthly tariff has been awarded the caption: "I am the one who always has the last text". Perhaps we try to read too much into these mobile phone ads and should just be grateful that companies like Orange are still trying to provide products… for everyone. Orange News posted on 24/07/2008 12:26:07 CommentsReply Identity"I am who I am because of everyone" - what a bloody wrong concept of identity.It shows that the person who made up the slogan can't place boundaries on his own identity - a sign of psychosis. A person is who they are because of their personality traits, memories, ideas, the sense of self, consciousness, etc. NOT because of external factors or others' identities. It doesn't take a philosophy professor to understand what identity is. "A is A" Comment posted by Anonymous on 13/08/2008 20:29:54 ReplyI think the previous comment does, as you say, perhaps read too much into an advertising slogan - I'm not sure the author's psychosis should be under interrogation just yet... Perhaps the range of subjects the voice relates to 'being' may be a representation of both the versatility of the Orange brand and the reasons consumers buy and use mobile phones? As you rightly point out - different models and tariffs have their uniquely attractive selling points, recognisable for influencing the reasons we purchase the products. And as you say again - Orange do provide products for everyone, I would suggest the 'I' of the voice is as much in flux as the ambiguity of the intention. Comment posted by Anonymous on 19/08/2008 22:51:32 Reply AnonI am who I am because of everyone around me. Why are we so similar to our parents? During primary socialisation you pick up there personality traits. Memories are created with others, we learn from the experiences of others, you develop as a person because of those around you.Comment posted by Anonymous on 21/08/2008 20:22:39 Have your say!Race against iPhone heats up as Orange announces Bold release date
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