● EE launches its latest campaign Best On The Best, highlighting how customers can get the best out of the new iPhone 16 Pro, wherever they are, with EE’s enhanced 5G
● The campaign launches with a 60-second film, that sees parents chaperone their children to busy events as they use the new iPhone 16 Pro and EE’s enhanced 5G to keep connected and entertained
● Created by Saatchi & Saatchi, the work will run across TV, social, print, radio and out of home (OOH) and is planned and bought by EssenceMediacomX and OOH agency, Posterscope
● View, share and embed the content here and here.
20th September 2024, London – EE has today launched its new campaign, Best On The Best, highlighting to customers how they can get the best out of the new iPhone 16 Pro, wherever they are, with EE’s enhanced 5G. Running across TV, social, print, radio and out of home (OOH), the integrated campaign, created by Saatchi & Saatchi, demonstrates how families can stay connected, even in the most crowded places, and capture and share their most memorable moments, with Apple’s best ever iPhone and the UK’s best network.
The campaign launches with a 60-second film debuting tonight during Gogglebox on Channel 4. The film, Parent Duty, captures parents as they chaperone their children at concerts and school proms in bustling venues. Parent Duty opens on scenes of children as they get ready in their rooms while their parents wait downstairs. We then see a dad as he reluctantly joins his daughter and her friends, all wearing matching cowboy hats, on a bus to a gig, as another dad waits in line with his child outside a venue, a mum makes her way through a busy crowd to find her son and a dad stands front row of a gig with his son as he joyfully jumps up and down. This is interspersed with scenes of children dancing as their parents watch on. As another dad awkwardly waits in the sidelines, we see him playing on his iPhone 16 Pro using EE’s enhanced 5G, with a mum even joining in the fun by capturing videos using the new cinematic slow motion feature on her new smartphone.
Set to the soundtrack ‘A Little Bit of Luck’ by DJ Luck & MC Neat, the spot places iPhone 16 Pro at the heart of the story, demonstrating how families can stay connected, even in the busiest places, with Apple’s most advanced smartphone technology along with EE’s enhanced 5G. Parent Duty ends as the familiar voice of Kevin Bacon states “It’s the best iPhone on the UK’s best network.”
The campaign also features OOH, created by Saatchi & Saatchi, highlighting the Best On The Best messaging, as well as EE’s enhanced 5G and the new iPhone 16 Pro, the first iPhone built for Apple Intelligence*. Social first assets, created by Boomerang, use key moments from the Parent Duty film, with the edits weaved together and playing on social trends and styling which showcase both the new iPhone 16 Pro and the power of the EE mobile network.
Additionally, the campaign features a retail takeover of EE’s flagship Studio store at Westfield London, White City. To celebrate the launch of the new iPhone 16 Pro, the entire storefront will be transformed with iPhone content. Every screen and display will announce that EE is the ultimate destination to purchase the new iPhone 16 Pro, inviting shoppers to experience enhanced 5G on the UK’s best network.
Pete Jeavons, Marketing Communications Director at EE, comments: “We are delighted to offer the new iPhone 16. Every year our customers excitedly await the launch of Apple’s new iPhone, and this year is no different. Our new campaign highlights to customers how they can get the best out of Apple’s best ever iPhone with enhanced 5G on the UK’s best network, with our film Parent Duty helping to demonstrate this in a relatable way. We know when parents chaperone their children, they can often find themselves at a loose end with nothing to do but wait on the sidelines. Our film shows how with the new iPhone 16 Pro on EE, parents can entertain themselves, stay connected to their children and even get involved in the fun by capturing a photo or two”.
Will John, Executive Creative Director, Saatchi & Saatchi adds: “EE always reflects real life and when you’re on parent duty for your kids you can be wearing many different hats: taxi driver, official photographer, chaperone and more. This campaign looks to recognise that and demonstrates how EE’s enhanced 5G alongside the new iPhone 16 helps parents make it through the night (and day) when you’re looking after the kids”.
The iPhone 16 line-up is available with a wide range of EE price plans with trade in options available. With a Full Works Plan for iPhone you can get Apple One, unlimited data and roaming in the EU and beyond, this also includes one month free insurance, a lifetime warranty and a free Minute One Bundle. With an All Rounder Plan you can enjoy unlimited data alongside one month free insurance, a lifetime warranty and a free Minute One bundle.
For more information, please visit: ee.co.uk/newiphone
*Apple’s new Apple Intelligence is coming December 2024.
CREDITS
CAMPAIGN TITLE: Best on the Best
CLIENT: EE
ADVERTISING AGENCY: Saatchi & Saatchi
CCO PUBLICIS GROUPE UK: Ben Mooge
EXECUTIVE CREATIVE DIRECTOR: Will John
CREATIVE DIRECTOR: Chris Townsend
SENIOR COPYWRITER: Hector Dudding
SENIOR ART DIRECTOR: Oliver Quinn
PRODIGIOUS DESIGN DIRECTOR: James Crickmore
PRODIGIOUS DESIGNER: Anna Hahto
PRODIGIOUS MOTION DESIGNER: Bella Cologlu
PLANNING PARTNER: Olivia Stubbings
PLANNING DIRECTOR: Will Moore
PLANNER: Bridget Moyle
MANAGING DIRECTOR: Jon Tapper
BUSINESS LEAD: Katya Hanbury-Williams
ACCOUNT DIRECTOR: Dyfed Thomas
ACCOUNT MANAGER: James Neilson
HEAD OF PRODUCTION: Rachel Solomon
AGENCY PRODUCER: Rosie Nolan
AGENCY PRODUCER: Amy Oldfield
RETAIL WORK
CREATIVE DIRECTOR: Mike Tran
SENIOR COPYWRITER: Joe Fletcher
SENIOR ART DIRECTOR: Kurt Strong
MOTION DESIGNER: Babajide Amusu
BUSINESS LEAD: Justin Hyde
SENIOR ACCOUNT MANAGER: Ali Boanas-Smith
PROJECT MANAGER: Ameer Bacchus
MEDIA BUYING AGENCY: EssenceMediacomX
MEDIA PLANNER: Kyle Williams
SOCIAL AGENCY: BOOMERANG
ECD: Ian Gambier
COPYWRITER: Rebecca Cartey
ART DIRECTOR: Judith Gruntjes
BUSINESS LEAD: Emma Hibbitt
PRODUCER: Crystal Matthews/ Rosie Nolan
STRATEGIST: Ciaran McManus
PRODUCTION COMPANY: SOMESUCH
Director: Dan Emmerson
DOP: Benoit Soler @benoitsoler
MANAGING DIRECTOR / EXEC PRODUCER: Chris Watling
Exec. Producer: Daniella Manca
Head Of Production: Georgina Fillmore
Producer: Elly Camisa @ellycamisa
Production Manager: Patch Wadsworth @patch_wadsworth
Production Manager: Antonia Vickers @aavickers
Production Assistant: Roxanne Ogilvy Watson @ogwat
Production Assistant: Sophia Dembtzer @sophiadembitzer
Cast Coordinator: Carys Duffield @carysevsa
Production Assistant: Lettice Yardley @letticeyardley
EDIT HOUSE: MARSHEEN
Edit house: MARSHEEN @marsheen
Editor: Ben Crook @bencrookbencrook
Edit Assistant & Social Film Editor: Matthew Blacklock @matthewblacklock
Edit Producer: Harriet Cawley @littleneng
AUDIO POST PRODUCTION – FACTORY STUDIOS
Creative Director for Audio – Anthony Moore
Sound design and mix – Jack Hallett
Additional sound design and mix (socials) – Josh Campbell
Audio producer – Ciara Wakley
POST HOUSE: HARBOR
Colourist – Alex Gergory
Shoot Supervisor Tito Fernandez
VFX Lead – Ahmed Al Azma
VFX – Sam Meisles and Joe Tang
Senior Producer Abi Klimaszewska and Hannah Jarrold
Source: EE Newsroom
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