Commercial: Everyone's better connected together
Time was, as a brand consultant, I'd try to advise clients to create as much blue water between themselves and their competitors as possible. While a position might be *right* for them on the brand spectrum, did make sense to muscle in to it while it was well occupied by someone else? Surely the big communications guns would make sense deployed elsewhere?
Well, fair play to Orange to utterly ignoring that advice and going after O2 with a new slogan - 'Together we can do more' - which the eagle eyed amongst you will see is not too far away from O2's recently unveiled 'We're better, connected'.
Orange have surrounded this with a far more verbally intriguing idea: that of 'I am everyone', which does show how these connections can add up:
I am who I am because of everyone.
I am my mate who never speaks and the one who won't shut up. I am my older sister and unfortunately my younger brother. I am all the girls I've kissed and all the ones I will.
which works better at illustrating the concept than more visually-led O2 execution does.
But still: If I was brand director at 3, I'd be looking to see if the aliens/squid/jellyfish could get another roll out. Sod connecting togetherness - what about the sheer unhinged joyous lunacy that technology can bring? There's a distinctive positioning that's not been taken yet.