EE helps customers unlock more from the new iPhone 18 Pro with Fast Lane on 5G+, powered by the UK’s best network

• EE launches new campaign showing how the new iPhone 18 Pro with Fast Lane on 5G+ helps customers enjoy dedicated access to faster and more reliable connections during the busiest times, like major events and rush hour

• The campaign launches with a 20-second social film, created by Saatchi & Saatchi, bringing to life the power of the new iPhone 18 Pro with a big leap in battery life, and EE’s Fast Lane on 5G+

• Created by Publicis Groupe UK’s cross agency team, the campaign runs across social, broadcast video on demand (BVOD), subscription video on demand (SVOD), online video (OLV), out of home (OOH), radio and digital audio, with paid media planned and bought by OpenConnect at WPP Media and OOH agency Posterscope

• To find out more, visit: EE | The UK's Best Mobile Network, Broadband & Tech Deals

• Campaign assets here

7^th October 2026: EE, the UK’s best network*, has today launched its new campaign, The Ultimate Pro iPhone on the Ultimate Network, now with Fast Lane. Created by Publicis Groupe UK’s cross agency team, the campaign shows how customers can get even more from the new iPhone 18 Pro with Fast Lane, EE’s advanced network feature that connects UK consumers and small businesses to the highest performance 5G+ lane on its award-winning mobile network. Together, the new iPhone 18 Pro – with a big leap in battery life – and EE’s Fast Lane give customers dedicated access to faster and more reliable connections, helping them stay connected during rush hour and at major events when the network is busiest.

The campaign launches with a 20-second social film created by Saatchi & Saatchi. Set in the moments after a concert, the film follows music fans as they leave in a packed crowd. One fan stands out with the new iPhone 18 Pro – still powered by the new iPhone’s improved battery, and with a strong mobile connection. To the familiar voice of Nick Grimshaw, the crowd parts to create a visual ‘fast lane’ around her, with the film bringing EE’s Fast Lane to life, showing how customers can stay seamlessly connected on a dedicated section of EE’s 5G+ network, even when the network is busy.

The integrated campaign launches with a 20-second social film and a full-funnel media strategy designed to build awareness, drive consideration and support conversion. The campaign spans online video (OLV), broadcast video on demand (BVOD), subscription video on demand (SVOD), out of home (OOH), radio, digital audio, print, social, search and programmatic channels, with all paid media planned and bought by the OpenConnect team at WPP Media, alongside OOH agency Posterscope.

Kelly Engstrom, Brand and Marketing Communications Director at EE said: “The new iPhone 18 Pro deserves a network that helps customers get even more from it. With the new iPhone’s big leap in battery life and EE’s Fast Lane providing dedicated 5G+ connectivity at the busiest times, our campaign shows how the ultimate iPhone experience is made even better on the UK’s best network. Whether leaving a packed concert or navigating everyday busy moments, we’re giving our customers dedicated access to faster and more reliable connections when they need them most.”

Chris Townsend, Group Creative Director at Saatchi & Saatchi said: “Life doesn't slow down when the network gets busy. Our campaign for EE takes this familiar frustration and shows how Fast Lane on iPhone helps customers stay connected when demand is at its highest. Fast Lane helps customers – literally - cut through the crowd, proving network advantage in a relatable way and showing that when the network is at its busiest, EE is continuing to help customers stay connected to the moments that matter most.”

Rebecca Marshall, SVP at OpenConnect, WPP Media said: “The launch of a new iPhone is one of the biggest moments in the technology calendar, and EE has created a campaign that helps bring the benefits of the new iPhone 18 Pro and Fast Lane to life in a simple and relatable way. Built to increase consideration, the integrated cross-channel campaign reaches customers wherever they are, helping them understand how EE's network can keep them connected during all the important moments."

The iPhone 18 line-up is available with a wide range of EE price plans. In addition, EE is making it easier and more affordable for existing customers to upgrade to the latest iPhone models. Customers on eligible Flex Pay plans can take advantage of Early Phone Swap, allowing them to upgrade up to a year early, on selected 36- or 48-month plans. In addition, EE Trade In offers customers another way to save on the latest Apple line-up, making upgrading even more affordable.

To find out more on the iPhone 18 with EE, visit: EE | The UK's Best Mobile Network, Broadband & Tech Deals.