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8 September 2021

Toddling through the uncanny valley

by Jason Stone

Orange: “First Steps” - 60s

This French commercial for Orange which broke earlier this year centres on the precious moment when a young child rises to its feet to take its first steps. In this case, the youngster surpasses all expectations by ambitiously setting off on an odyssey which is as dangerous as it is surprising.

The little fella does no such thing of course… his 'journey' is a metaphor for his father's ability to distribute the images he has captured to the extended family.

Given that all phones can reliably do this, regardless of which network they're on, the real message here is one of a different kind of connection… Orange want to associate themselves with these special moments, and demonstrate an understanding of how important they are to us.

It's arguable whether a commercial which depicts a young toddler crossing a road by himself will achieve this… or whether people will be unsettled by his 'uncanny' gait, but for punters drawn to the film by the cuteness of the child, those considerations are likely to be secondary.

Cinematographer: Peter Riis
VFX: Prodigious Ⓟ Ⓦ
Colourist: Emiliano Serantoni
Music: Udi Baba - Asha Bhosle

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.