EE launches multi-million pound, multi-channel ‘Connected World’ campaign: it’s a game changer

·         EE launches its biggest brand campaign to date entitled Be More Bacon

·         Integrated campaign demonstrates a Connected World made possible thanks to range of new game-changing devices and services delivered over the UK’s number one network

·         Popular face of EE and Hollywood star Kevin Bacon is back to tell the story of EE’s latest technology developments encouraging people to 4G-up and become ‘totally bacon!’

·         EE’s partnership with Wembley features above-the-line for the first time as the iconic national stadium takes centre stage in the TV ad

·         The ad airs for the first time on Wednesday 28th October - view / share / embed via EE’s YouTube channel

EE, the UK’s largest and most advanced digital communications company, has launched its biggest brand campaign to date to showcase EE’s Connected World. The TV ad sees Hollywood A-lister and face of EE, Kevin Bacon back to thank Britain for getting connected on the UK’s number one network, or as he puts it, becoming ‘totally bacon’!  Kevin even dons a fat-suit to hammer home that the UK is more connected – or more ‘bacon’ – than ever thanks to EE.

The TV ad sees Kevin go on a journey through the streets of Britain interacting with the public as they showcase a number of connected devices including the 4GEE Action Cam, in-car Wi-Fi and a new connected pet device – Pet Pal – which is coming soon.  Kevin ends his journey with a dramatic finale at a packed Wembley Stadium, of which EE is the lead brand and technology partner.

EE’s Connected World campaign illustrates the brand’s investment in connected products beyond mobile such as its innovative in-car Wi-Fi device – which enables up to ten devices to log on at once keeping the whole family entertained on the go – and the world’s first 4G-enabled action camera. EE’s 4GEE Action Cam launched earlier this year and allows epic moments to be streamed live to family and friends.

The ad also brings to life EE’s partnership with the UK’s national stadium in above-the-line communications for the first time.  EE signed the ground-breaking deal to become Wembley’s lead partner in 2014 with the ambition to make it the world’s most connected stadium – already 3G and 4G capacity at the stadium has doubled as a result making the fan experience even better.

The 40 second ad will air for the first time today - Wednesday 28th October – and will also appear during primetime TV on Saturday night, including during the X-Factor live shows. The Connected World campaign will also run across print, social and digital.

Spencer McHugh, Director of Brand at EE, said: “Innovation is at the heart of everything we do and we’ve launched some fantastic, truly ground-breaking connected products in recent months.  We wanted to create a memorable campaign that showcased the very best of what we do.  And getting Kevin Bacon to Wembley Stadium for the first time was the icing on the cake.”

The TV ad was developed by EE’s advertising agency, Saatchi & Saatchi London.  EE’s media buying agency, MEC, has led the multi-million pound investment in placement.

View / share / embed the ad via EE’s YouTube channel:

For more information about EE, please visit


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For more information, please contact M&C Saatchi PR:

Lucy Keogh / / 0207 544 3821



CLIENT: EE. Pete Jeavons, Julie Heselton, Kelly Engstrom

BRIEF: The UK’s biggest, fastest and most reliable network is connecting your world like never before with its new connected range.

ADVERTISING AGENCY: Saatchi & Saatchi London




ACCOUNT HANDLER: Sam Hawkey, Tom McMullen, James McCullagh

PRODUCER: Richard Firminger, Georgie Hammond - Chambers


MEDIA PLANNER: Sarah Halliday


DIRECTOR: Gary Freedman

EDITOR: Adam Spivey, The Play Room

PRODUCER: Jason Kemp



DATE RELEASED: 28th October


AGENCY CONTACT: / 0207 462 7076


About EE

EE is the largest and most advanced digital communications company in Britain, delivering mobile and fixed communications services to consumers, businesses, government and the wholesale market. EE has approximately 14,000 employees and 553 retail stores, and serves more than 31 million customers across its mobile, fixed and wholesale businesses.

EE runs the UK's biggest and fastest mobile network, pioneering the UK's first superfast 4G mobile service in October 2012 and is the first European operator to surpass the 10million 4G customer landmark. EE's 4G coverage today reaches more than 92% of the UK population, with unique double speed 4G reaching 75%. EE’s 2G coverage reaches 99% of the population while 3G reaches 98%. EE's superfast fibre broadband service covers around 80% of the UK population, and ADSL broadband service covers 98.7% of the population.

In the last few years, EE has received extensive independent recognition, including being ranked the UK's best overall network by RootMetrics®; Best Network at the 2014 and 2015 Mobile News Awards; Best Network for Business and Best Consumer Network at the 2014 & 2015 Mobile Industry Awards; Best Network at the 2014 & 2015 Mobile Choice Consumer Awards, and Best Network at the What Mobile Awards 2014; Fastest Network at the 2014 uSwitch Mobile Awards; Best Mobile Network at the 2014 Recombu Awards, and Winners of Best Connected Gadget at the Mobile Choice Consumer Awards 2015.

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