Kevin Bacon makes a splash in EE's latest brand campaign to support new iPhone launch and EE's biggest ever Apple offer
- Kevin Bacon pops up in Bob’s bath in latest EE TV ad to promote 4GEE Max plan available with iPhone 8 and iPhone 8 Plus
- Multi-channel brand campaign highlights biggest ever offer for new iPhone customers: 4GEE Max plan with annual upgrade, 100GB of data for the price of 25GB and six months free Apple Music with inclusive data on the UK’s best network with 4G in more places
- The campaign leads with a 30 second TV ad and 20 second VoD version, and launches 22nd September – view, share and embed the ad here
EE, the UK’s largest mobile network operator, supports the launch of iPhone 8 and iPhone 8 Plus with a multi-million pound, multi-channel brand campaign that highlights the benefits of its new 4GEE Max plan and the UK’s best network with 4G in more places.
This time around, Kevin Bacon returns to join EE customer ‘Bob’ in the bath, upgrading his experience to tell him all about the benefits of the EE Max plan in conjunction with the launch of iPhone 8 and iPhone 8 Plus. The ad creative is designed to highlight how EE customers continue to enjoy a better class of service and more benefits than on any other network, and that the new 4GEE Max plan is the best way to get the most out of the next generation iPhone.
In the bathroom, Kevin continues to explain how the 4GEE Max plan allows customers to enjoy the iPhone 8 with annual upgrades to the latest iPhone, six months of free Apple Music, as well as 100GB of data for the price of 25GB – something he illustrates by replacing Bob’s small toy boat with a much bigger sail boat that floats in the bath with him.
The ad ends with Bob bolting out of the bath, desperate to get iPhone 8 on a 4GEE Max plan for himself. Kevin manages to protect Bob’s modesty with an aqua towel as he wanders past his bemused family who have been queuing to get in to the bathroom.
Max Taylor, MD of Marketing at EE, said: “We’ve put together the best deal ever for iPhone customers in time for iPhone 8 and iPhone 8 Plus, and Bob and Kevin team up to help tell customers about the better class of service at EE. Only on the new 4GEE Max plan can customers get the latest iPhone every single year, a huge 100GB of data and six months of free Apple Music with inclusive data all on the UK’s best network with 4G in the most places.”
The integrated campaign will run across TV and digital channels and continues to highlight the free Apple Music offer for all EE pay monthly mobile handset and SIM-only customers, inclusive of data – allowing EE customers to enjoy more of the content that they love.
The 30 second TV ad will air across highlight spots following the premiere on Friday 22nd September, including a spot during Saturday night’s primetime X Factor slot. The 20 second ad will be shown across Facebook, Twitter and VoD.
The campaign was developed by EE’s advertising agency, Saatchi & Saatchi London. EE’s media buying agency, Maxus, has led the multi-million pound investment in placement.
For more information about iPhone on EE, please visit ee.co.uk/iPhone
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For more information, please contact M&C Saatchi PR:
Georgia Sharp, Georgia.firstname.lastname@example.org
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Katie Jennings, Katie.Jennings@mcsaatchi.com
Notes to editors
On the new EE Max Plan, EE pay monthly mobile customers also get to benefit from the following EE Extras:
- Free EU Roaming
Allowing customers to use their minutes, texts and data allowances across the EU at no extra cost
- Data caps
EE customers can never go over their data allowance by accident, so they’re always in control of their spending
- UK & Ireland call centres
All customer calls are answered in the UK and Ireland
- WiFi Calling
Allowing customers to make calls and send texts in more places across the UK
- Data boost
EE pay monthly mobile customers can boost their EE pay monthly phone plan’s data allowance by 5GB when they take EE Home Broadband.
BRIEF: Show customers that only EE will treat them to the latest iPhone on the plan and network that makes the most of it.
ADVERTISING AGENCY: SAATCHI & SAATCHI LONDON
EXECUTIVE CREATIVE DIRECTORS: ROB POTTS, ANDY JEX
CREATIVE DIRECTOR: ADAM CHIAPPE
CREATIVE TEAM: HARRIET RONN, BARNEY SPIRO
PLANNER: RONNIE CROSBIE
ACCOUNT HANDLER: NAOMI BEAUMONT, KATIE YOUNG
PRODUCER: RICHARD FIRMINGER
PRODUCTION ASSISTANT: GEORGIA MIDDLETON
MEDIA BUYING AGENCY: MAXUS
PRODUCTION COMPANY: HUNGRY MAN PRODUCTIONS
DIRECTOR: HANK PERLMAN
EDITOR: ADAM SPIVEY
PRODUCER: JOSH GOLDSTEIN
POST-PRODUCTION COMPANY: THE MILL
AUDIO POST-PRODUCTION COMPANY: FACTORY
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, having pioneered the UK's first superfast 4G mobile service in October 2012 and was the first European operator to surpass 14 million 4G customers in December 2015. EE has more than 550 shops across the UK. EE's 4G coverage extends to more than 85% of the UK’s landmass (equal to more than 99% of the UK population) and EE has an ambition to extend 4G to 95% UK geographic coverage by 2020.
EE has received extensive independent recognition, including being ranked the UK's best overall network by RootMetrics®; 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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