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Kevin Bacon gets squashed as EE celebrates five years of best performing network

EE: Stay on top of your game with the UK’s best network, five years running.

Kevin Bacon has again talked up the benefits of being with mobile phone network EE in creative, leaning into tough competition on a squash court. 

Bacon, who has been synonymous with the brand since it was formed in 2012 as a new challenger, is celebrating EE’s position as best network for five years according to RootMetrics data.

The new 30-second spot launches Friday 8 February during Coronation Street, hitting home the point that the network is pushing it to remain at the top of its game. This is visualised with Bacon's competitor, a young woman and EE customer, exclaiming “I feel unstoppable" as she hammers home the win.

Pete Jeavons, director of brand marketing at EE, said: “This is the award all the networks want to win, and we’ve taken it home it five years in a row. Consistently delivering a network that works brilliantly for the customers we built it for is something worth shouting about. In this latest campaign, we’ve worked with Kevin to tell our customers exactly why we’re still top of our game."

The work was delivered by Saatchi & Saatchi London. It will run across TV, out of home (OOH), cinema and video on demand (VOD) – in addition to placements and cuts running on digital and social channels.  

Vote for the work below in The Drum's Creative Works. 
 

: 'Best Network '

Agency:
Client:
Date: February 2019
Kevin Bacon will hit UK screens tonight in the latest EE brand campaign celebrating the mobile network’s latest award of best network for the fifth year in a row. The campaign, launching this evening during Coronation Street, highlights many of the fantastic benefits EE customers receive and reminds viewers why it is named the UK’s number one network year after year.
 
The advert opens with Bacon and a friend competing in a game of squash. His opponent complains of feeling “all over the shop” and not “on top of her game”, to which Kevin reassures her she absolutely can feel in control thanks to EE.
 
As the high-octane game continues, Bacon continues to tell his opponent all about EE’s award-winning network and its benefits, listing qualities including “best network for five years running”, “most reliable network” and “unbeatable 4G coverage”. His reassuring pep talk transforms her attitude, resulting in her emphatically declaring, “I feel unstoppable”, as she strikes the ball to take the win.
Credits:
 
 
 
 
BRIEF: EE have been the UK’s best network 5 years running, it’s time to talk about it.
ADVERTISING AGENCY: SAATCHI & SAATCHI LONDON
EXECUTIVE CREATIVE DIRECTOR: GUILLERMO VEGA
 
CREATIVE: MARK CAMPION, WILL BROOKWELL & WILL HELM
PLANNER: RICHARD HUNTINGTON & BIA BONANI
ACCOUNT HANDLER: ALICE FLANAGAN, KATIE YOUNG & NATASHA GRIFFITHS
EXECUTIVE PRODUCER: RICHARD FIRMINGER
PRODUCTION ASSISTANT: HANNAH BURNS
MEDIA BUYING AGENCY: ESSENCE
PRODUCTION COMPANY: MOXIE PICTURES 
 
PRODUCTIONS DIRECTOR: MARTIN GRANGER
EDITOR: LEO KING
POST-PRODUCTION COMPANY: MPC
AUDIO POST-PRODUCTION COMPANY: FACTORY STUDIOS 
CITY / COUNTRY: UK
EXPOSURE: NATIONWIDE
 
Tags: UK
 
 
 
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