London,
27
February
2014
|
00:00
Europe/London

EE launches new 2014 Gold Spot ad series based on top YouTube sensations

  • New ad creative brings cinematic quality to famous internet virals
  • Campaign designed to highlight the superior experience of watching great content on the go with superfast 4G
  • Series of five ads using strapline ‘The Internet Made More Epic by 4GEE’ include recreations of Numa Numa, Charlie Bit My Finger, Goats Screaming Like Humans, Miss Teen USA and Keyboard Cat
  • To view the first Gold Spot ad visit here

EE, the UK’s most advanced digital communications company, has launched a new Gold Spot ad campaign for 2014 using the strapline The Internet Made More Epic by 4GEE. The new series of ads – which take the prime spot in cinemas just before the film starts - are based on some of the internet’s most popular viral videos but each clip is given a cinematic ‘4G makeover’ to highlight the superior viewing experience that EE’s superfast 4G network allows.

The first instalment, in a series of five, entitled ‘Numa’, will appear in cinemas nationwide from March 1st and is based on the infamous Numa Numa Dance video – an internet sensation created by Gary Brolsma in 2004 which has since become the third most watched video on the internet with over 700 million views[1]. The dramatic EE recreation is set in a South American prison where a federal agent is visiting a prisoner named Carl.

The audience see Carl brought out of solitary confinement to face the agent who, looking concerned, asks how he is.  Staring at the agent, Carl suddenly surprises the audience as he bursts into a full throttle performance of the Numa Numa Dance made famous by Brolsma.  The new campaign strapline appears, The Internet Made More Epic by 4GEE.

EE Director of Brand, Spencer McHugh said: “We know 4G makes the internet better. EE brings this to life in our new Gold Spot campaign by recreating some of the most famous virals of the last decade with a dramatic filmic make-over. Each of the original clips captivated a global audience and our aim is to entertain cinema-goers by rekindling their love of these internet hits whilst reminding them that content is better viewed on the go over our superfast network.”

The new series of Gold Spots were created by EE’s advertising agency, Saatchi & Saatchi London and filmed on location in Chile in February this year.

To embed EE Gold Spot ‘Numa’, use this link: https://www.youtube.com/watch?v=IED4JoSncQE

To view the original ‘Numa Numa’, use this link: http://www.youtube.com/watch?v=60og9gwKh1o

EE will release a different ad creative every two months.  Other internet hits to be given a 4G make-over as part of EE’s 2014 campaign, and with the permission of the creators of the originals, include:

For more information about EE, please visit ee.co.uk

 

- ENDS -

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

Thom Landers / thom.landers@mcsaatchi.com / 0203 617 8464

Polly Goddard / polly.goddard@mcsaatchi.com / 0203 617 8461

Saatchi & Saatchi credits:

TITLE:

  • NUMA

CLIENT: 

  • SPENCER MCHUGH. DIRECTOR OF BRAND, EE
  • JULIE HESELTON. BRAND MANAGER, EE

ADVERTISING AGENCY:

  • SAATCHI & SAATCHI LONDON

EXECUTIVE CREATIVE DIRECTOR:

  • PAUL SILBURN, KATE STANNERS

CREATIVE DIRECTOR:

  • ROB POTTS, ANDY JEX

COPYWRITER:

  • PAUL SILBURN, ROB POTTS

ART DIRECTOR:

  • ANDY JEX

PLANNER:

  • SAM WISE

ACCOUNT HANDLER:

  • SAM HAWKEY, MASSIMO FIORI

PRODUCER:

  • MARIE HUGHES, DARAPEN VONGSA-NGA

MEDIA BUYING AGENCY:

  • MEC

MEDIA PLANNER:

  • PHIL GRIMMET

PRODUCTION COMPANY:

  • SONNY

DIRECTOR:

  • JEFF LABBE

PRODUCER:

  • ALICIA RICHARDS

EDITOR:

  • TIM THORNTON-ALLEN
  • PHIL HIGNETT
  • MARSHALL STREET EDITORS

POST-PRODUCTION COMPANY:

  • THE MILL

AUDIO POST-PRODUCTION COMPANY:

  • FACTORY

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. With approximately 15,000 employees and 600 retail stores, EE serves more than 27 million customers on EE, Orange and T-Mobile mobile and broadband plans.

EE runs the UK's biggest and fastest mobile network, having introduced the UK's first superfast 4G mobile service in 2012. EE's 4G coverage reaches 70% of the UK population.  EE’s 2G coverage reaches 99% of the population while 3G reaches 98%. EE's superfast fibre broadband service covers 54% of the UK population, and ADSL broadband service covers 98.7% of the population. 

EE has received extensive independent recognition including being ranked the UK's best overall network by RootMetrics®, Fastest Network at the 2013 uSwitch Awards, Best Network at the 2013 Mobile Choice Consumer Awards and What Mobile Awards, Network Innovation at the 2013 Recombu awards and Best Network for Business at the 2013 Mobile Industry awards. 

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[1] November 2012 – The Viral Factory