Brain Food: The Slogan Doctor: The future's bright, the future's orange

Nothing dates like the future: see Stanley Kubrick's 2001 for details.

by John Morrish
Last Updated: 31 Aug 2010

And yet the most nakedly futuristic of slogans is still running, 10 years after its introduction, in the fastest-moving of industries. Try finding a battery for a 10-year-old mobile and see how you get on. The slogan preaches optimism - in shorter supply than ever - and ties it to the brand.

Luckily, its name still sounds fresh. Conjured up by Wolff Olins and WCRS to replace the clunking Hutchison Microtel, it oozed health and vitality.

WCRS created ads around the colour, the logo and the idea of talking - anything but mobile phones - and devised the slogan to round them off.

Only in Northern Ireland was the promise of an Orange future a liability.

WCRS produced startling ads - remember the underwater baby? - but it lost the gig, as Orange outgrew the UK. And then Orange was sold and sold again, but the slogan lives on. And is the future Orange? That depends on 3G, which some consider more of a lemon.

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