Kevin Bacon dusts off his dancing shoes to launch the Samsung Galaxy S9 on EE
KEVIN BACON DUSTS OFF HIS DANCING SHOES TO LAUNCH THE SAMSUNG GALAXY S9 ON EE
Kevin Bacon and Rio Ferdinand resume their roles as EE sports pundits to announce the arrival of the Samsung Galaxy S9 on EE with inclusive access to the BT Sport app
The ad sees Rio putting the smartphone through its paces, capturing footballer David Luiz shaking his famous mane in Super Slo-Mo mode and Kevin Bacon striking a pose from Footloose in low light mode
The campaign leads with a 30 second TV ad which launches on 16 March during Coronation Street & GoggleBox – view, share and embed the ad here
16 March 2018: EE, part of the BT Group, has marked the launch of the Samsung Galaxy S9 with a new multi-million-pound, multi-channel brand campaign starring Kevin Bacon and Rio Ferdinand, with appearances from footballer David Luiz and football manager Jurgen Klopp.
The ad campaign sees Kevin and Rio resume their roles as EE sports pundits in another ‘Breaking News’ bulletin-style ad, this time to promote the Samsung Galaxy S9 on EE’s Max plan which offers customers inclusive access to the BT Sport app.
After having their broadcast interrupted with the news of the Samsung Galaxy S9’s arrival, the ad kicks off with an excitable Kevin Bacon, keen for Rio to show him exactly what this new smartphone is capable of. Rio indulges Kevin by testing the phone’s Super Slo-Mo functionality, shooting footballer David Luiz shaking his famous curly locks for the camera.
Kevin Bacon then strips down to a white vest and strikes a pose from his iconic role in Footloose, allowing Rio Ferdinand to capture the moment on the new smartphone to see how the camera performs in low light. After reviewing the image on the Samsung Galaxy S9’s infinity screen, Rio and Kevin decide it’s “off the scale!”.
True to the sports news style format, Kevin and Rio go wild at the news of inclusive access to the BT Sport app and the ad then cuts to a typically enthusiastic reaction from Jurgen Klopp, who is seen going crazy at the side-lines in response to the news.
Max Taylor, MD of Marketing at EE, said: “Only EE customers get the most out of Samsung’s latest flagship smartphone - with 4G in more places than any other network, and great content like inclusive access to BT Sport and Apple Music on our Max plans. In our latest campaign, Kevin and Rio team up again with a few special guests to highlight the benefits of the new Samsung Galaxy S9 on EE.”
EE continues to drive digitally integrated campaigns with a focus on social, video messaging and personalised communications. This campaign will run across TV, out of home (OOH), Cinema, video on demand (VOD) – with edits of ad and content developed specifically for a range of digital and social channels. The campaign kicks off with a 30 second TV ad that will launch on Friday 16 March during Coronation Street & GoggleBox. The campaign was developed by EE’s advertising agency, Saatchi & Saatchi London. EE’s media buying agency, Essence, has led the multi-million-pound investment in placement.
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For more information, please contact M&C Saatchi PR:
Notes to editors
SAATCHI & SAATCHI CREDITS
BRIEF: to be passed across
ADVERTISING AGENCY: SAATCHI & SAATCHI LONDON
EXECUTIVE CREATIVE DIRECTOR: ROB POTTS
CREATIVE: RYAN PRICE
PLANNER: RONNIE CROSBIE
ACCOUNT HANDLER: KATIE YOUNG & CATHERINE TILLEY
EXECUTIVE PRODUCER: RICHARD FIRMINGER
PRODUCTION ASSISTANT: NIA MACLEAN
MEDIA BUYING AGENCY: MAXUS
PRODUCTION COMPANY: HUNGRY MAN PRODUCTIONS
DIRECTOR: HANK PERLMAN
EDITOR: ADAM SPIVEY
PRODUCER: BEN ROBERTS
POST-PRODUCTION COMPANY: THE MILL
AUDIO POST-PRODUCTION COMPANY: CHANCERY LANE STUDIOS
CITY / COUNTRY: UK
EE, part of BT Group, is the largest and most advanced mobile communications company in the UK, delivering mobile and fixed communications services to consumers.
EE runs the UK's biggest and fastest mobile network, offering superfast 4G in more places than any other operator after pioneering the UK's first superfast 4G mobile service in October 2012. Today, EE has more than 600 shops across the UK, and EE's 4G coverage extends to 90% of the UK’s landmass.
EE has received extensive independent recognition, including being ranked the UK's best overall network by RootMetrics®; Best Network for five years in a row at the Mobile Choice Awards; Best Network at the 2015, 2016 and 2017 Mobile News Awards; Best Consumer Network at the 2015, 2016 and 2017 Mobile Industry Awards; as well as Fastest Network and Best Network Coverage at the 2017 uSwitch Mobile Awards.
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