Jack Black stars in Orange trailer spoof

Orange has recruited the comedy star Jack Black for the second of its new-model cinema ads. The company has phased out its long-running Orange Film Board campaign in favour of spoof trailers , retaining the "Don't let a mobile phone ruin your movie" tagline. Black's ad, which will appear in cinemas from tonight, initially appears to be a trailer for the forthcoming adaptation of Gulliver's Travels, which is due to be released in the UK in December. The ad has Black, as Gulliver, waking up after being shipwrecked on Lilliput to find himself tied down by an army of diminuitive locals – who take the opportunity to try to sell him mobile-phone services. It was created by the Fallon agency, which pensioned off the film board executive Mr Dresden and his sidekick Elliott in April, after seven years and 24 outings. • To contact the MediaGuardian news desk email [email protected] or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. • If you are writing a comment for publication, please mark clearly "for publication".