page_title: Orange Man (advertisement)
section_title: Campaign
hierarchical_section_title: Orange Man (advertisement) / Aftermath / Campaign
caption_attribution_description: English: Sodas and soft drinks at a Supermarket
context_page_description: Orange Man is a British television advertisement for the soft drink Tango Orange. Created by advertising agency HHCL, a longtime collaborator of Tango. The advertisement was produced in 1991 and aired in 1992, and was the first in the brand's "You Know When You've Been Tango'd" campaign that would continue until 1996 before returning for several years in the 2000s.
  The advertisement features an orange man slapping a Tango drinker across the cheeks as a metaphor for tasting Tango, and was intended as a reaction against the norm of "cause and effect" television advertising at the time was largely focused on scenarios where people's lives were improved by the product being advertised. Orange Man caused controversy after reports of injuries when children began copying the events of the advertisement in school playgrounds, and was subsequently withdrawn, with two other versions of Orange Man replacing it, both showing different scenarios aside from slapping.
  Despite the controversy, it contributed to a boost of sales by more than a third, and has gained acclaim in later years, even featuring and ranking highly in several lists of the greatest advertisements ever made.
context_section_description: Orange Man marked the debut for the highly successful "You Know When You've Been Tango'd" television campaign, created by HHCL throughout its first run, which would continue in its first run until 1996. Although Orange Man was the most notorious of the advertisements, other advertisements in the campaign also proved to be controversial and were banned, including Exploding Pensioner (1993) which offended pensioners and several charity groups such as Age Concern, Scotsman (1994)–which featured a legless, blue afro-sporting orange Scotsman–for scaring children, and another 1994 advertisement featuring a man's head pop off from his body, which was banned during children's programming for also being too frightening. Nonetheless, by 1994, the campaign had helped Tango double its share on the soft drinks market. One commentary later said "While it's a matter of debate as to how offensive these ads were deemed, as opposed to how good HHCL were at pretending they were offensive and exploiting the publicity, the phrase 'You Know When You've Been Tango'd' wasn't going anywhere for the next decade."
  In May 2002, the "You Know When You've Been Tango'd" campaign relaunched with the advertisements Helmet and Porcupine on the tenth anniversary of the campaign and Orange Man, although this campaign was created by Chi instead of HHCL, who ended their ten-year relationship the year before. However, these advertisements were intended to hark back to the "irreverent orange hit" motif established in Orange Man. In 2004, the Pipes advertisement from the campaign, which drew comparisons to Orange Man in the media, was banned, becoming the last Tango advertisement to do so; however the ban was not because children had already injured themselves, but because there were fears that children were going to. In August 2006, Tango's main rival drink, Fanta, aired an advertisement with similarly saw a man being slapped, however unlike Orange Man it escaped being banned.
caption: By 1994, the "You Know When You've Been Tango'd" campaign had helped Tango to double its share on the soft drinks market.
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