Orange's B2B Campaign Hilariously Puts AI in Its Place

Big Red Button has twisted a B2B campaign and put AI in its place with their deep-pan humour (a DeGaulle production).

'It works better When It Works Together' Orange unveils its new campaign, directed by Havas Paris and produced by DeGaulle. The films take a bold, playful direction - uncommon in B2B communications.

The Big Red Button spoke about the making-of: “This was the third advertising campaign we'd worked on with the Havas creative team for Orange Business. The productions were always very collaborative, fun and perfectly suited to our working methods. They wanted English-speaking artists with a raw sense of humour that would appeal to an international audience. We managed to find some very talented comic artists, subjecting them to some rather unsavoury experiments: dousing them with ice water, hanging them six meters high, making terrifying effigies of them as babies.... Weird and funny and so interesting to take a B2B campaign to a wider audience”