Got Him - Orange | Clapboard Ad Archive
Orange’s Got Him campaign in Year, brought to life by Publicis Conseil, injects a fresh jolt of imagination into the electronics and technology market with a Christmas film that entwines childlike ambition and sophisticated connected home technology. Positioned around Orange’s flagship Connected House offer for the festive season, the story unfolds with a motley crew of neighborhood children and teenagers pooling their ingenuity, camaraderie, and Orange-powered smart devices to achieve what generations have only ever dreamed about: finally catching the real Santa Claus in the act. The product benefit is the essential engine of the narrative—an approach that sits squarely in Clapboard’s FORMAT#6—Benefit Causes Story—taxonomy, as every element of suspense, teamwork, and childhood wonder is built on the unique promise of the brand’s integrated technology. Publicis Conseil’s execution weaves an energetic, punk-inflected rework of Jingle Bells throughout, signaling both the traditional joy of the season and the brand’s intention to disrupt category tropes through its emotional storytelling. The cross-platform media deployment is as ambitious as the narrative itself, spanning prime-time television—most notably the halftime slot during the high-viewership France-Moldova football match—cinema, digital and social media channels, in-store activations, and sports integrations across Ligue 1 stadiums. This omnipresent rollout transforms Orange’s #AttrapezNoël concept into a nationwide call to action, successfully reframing the brand’s connectivity proposition as a catalyst for togetherness, creativity, and shared family experiences at the height of the holiday season. Rather than simply demonstrating features, Orange invites its audience to dream bigger and believe that imagination, when paired with innovation, can unite communities and bridge generational divides. By leveraging the nostalgia and anticipation unique to Christmas, the campaign targets families and tech-forward consumers seeking ever-more meaningful applications of smart technology, and it positions Orange as both a market leader and an emotional brand in a highly commoditized sector. Clapboard rates this 70/100. As the French telecommunications market continues to push beyond the rational playbook of speed, price, and utility, Got Him signals the growing imperative for brands in this category to inspire and entertain as skillfully as they inform.
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