Nothing to see here. Marcel’s ads for Orange are a (deliberate) non-event

Home surveillance systems ads are normally associated with crime, anxiety, and catastrophe, but these three spots from Marcel Paris focus on creating a sense of calm and reassurance instead.

There’s really not much to see – a hamster in its cage, a pair of knickers falling from the clothes line, or a forgotten phone flashing are about as much action as we get.

A print campaign captures another series of non-events, like a leaf falling from a plant.

The ads are strangely compelling thanks to skilful direction by Laura Sicouri.

MAA creative scale: 7




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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.