22nd September 2023, London – EE has today launched its new campaign, Incredible Your Everyday, following the story of a father helping his daughter to live out her dreams of becoming an astronaut by using the new iPhone 15 to create a DIY rocket. Running across TV, Out Of Home (OOH), social and digital, the integrated campaign celebrates the unique moments in everyday life that can be made incredible with the iPhone 15 coupled with the UK’s best network.
Launching with an emotive TV spot debuting during tonight’s Rugby World Cup, the campaign was created by Saatchi & Saatchi and directed by Ben Strebel. The work builds on last year’s Dream Big creative platform, highlighting how every day can be incredible when you combine Apple’s best ever iPhone with the UK’s best network.
The film follows Leila, an ambitious amateur astronaut, who enlists her dad to help her build and paint a rocket of her own, after watching real life space launches on her iPhone 15. After several days of painstaking teamwork, they launch their creation into the atmosphere, cheered on by supportive family members watching the action through a crystal-clear video call. The familiar voice of Kevin Bacon narrates the mission explaining, “Human achievement. The drive to understand, to improve. These are the things that bring us greatness.”
Placing the iPhone 15 at the heart of their mission, the spot showcases how the special moments in everyday life can be elevated into something incredible with Apple’s most advanced smartphone technology along with EE’s superfast and reliable network.
Alongside a suite of bespoke social executions, the work will also sit across hero Digital Out Of Home (DOOH) and OOH. Situated in a number of high footfall locations such as Holland Park roundabout, the static and motion creative shows the silhouettes of Leila and her dad, watching as their rocket soars into the night sky. This heartwarming scene is overlaid with the new handset and a reminder to ‘Incredible your everyday with an incredible iPhone, the best network, and an everyday price’.
Pete Jeavons, Marketing Communications Director at EE, comments: “We know our customers have been highly anticipating the launch of the iPhone 15 and so we are delighted to offer this coveted smartphone on the UK’s best network. This campaign showcases how the speed and reliability of EE’s network, combined with Apple’s best ever iPhone, mean that even DIY rocket builds can be made incredible.”
Will John, Executive Creative Director, Saatchi & Saatchi adds: “There are moments in our everyday lives that mean everything. We wanted to celebrate them and show how technology can help elevate them into something incredible.”
The iPhone 15 line-up is available with a wide range of EE price plans with trade in options available. Those who take a Full Works Plan for iPhone and a 36-month Flex Pay agreement receive inclusive access to Apple One for 24 months, which bundles together Apple Music, Apple TV+, Apple Arcade, and iCloud+ with 50 GB of online storage. Customers also get uncapped and unlimited mobile data, access to Device Extras which features an EE Lifetime Guarantee warranty on their new device, and a Roam Abroad Pass, giving them a total savings of up to £766.
For more information, please visit: ee.co.uk/newiphone
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Campaign credits
CAMPAIGN TITLE: Incredible your everyday
CLIENT: EE
ADVERTISING AGENCY: SAATCHI & SAATCHI
CCO: FRANKIE GOODWIN
EXECUTIVE CREATIVE DIRECTOR: WILLIAM JOHN
CREATIVE DIRECTOR: SAM BALL
COPYWRITER: TOM JUNEAU
ART DIRECTOR: DOMINIC MARTIN
DESIGNER: NATALIE ALVES, SEAN CONNELL, LUCIEN BISHOP
MOTION DESIGNERS: ANTHONY LEFAY, JAY DE SILVA
PLANNING: EWAN PATEL
SOCIAL STRATEGY LEAD: CIARAN MCMANUS
MANAGING PARTNER: JONATHAN TAPPER
ACCOUNT DIRECTOR: KATYA HANBURY-WILLIAMS
ACCOUNT MANAGER: TILDA RAPHAEL
EXECUTIVE PRODUCER: RACHEL SOLOMON
AGENCY PRODUCERS: TARA MEGSON, BRETT MACDONALD
CREATIVE PRODUCER: BEN O’GRADY
MEDIA BUYING AGENCY: ESSENCE
MEDIA PLANNER: SOPHIE FRANKS
PRODUCTION COMPANY/BUILD: BISCUIT
POST-PRODUCTION COMPANY: THE ELECTRIC THEATRE COMPANY
POST-PRODUCTION PRODUCER: ANTONIA VLASTO AND JOE BILLINGTON
EDITOR: THE QUARRY, PAUL WATTS, BEN COWAN
SOUND: THE FACTORY
AUDIO PRODUCER: BETH MASSEY
SOUND ENGINEER: MARK HILLS
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About EE
EE runs the UK’s biggest and fastest mobile network, offering superfast connections in more places than any other operator. EE brought the first 4G network to the UK in October 2012 and launched the UK’s first 5G network in May 2019.
EE’s mobile network has received extensive independent recognition, including being named the UK’s no.1 5G network by RootMetrics® in 2020 and 2021, and the UK’s best overall network by RootMetrics® every year since 2014, as well as being named Network of the Year at the 2022 Mobile Industry Awards.
As well as offering mobile services to consumers and small and medium businesses, EE also provides home and business broadband using both 4G and fixed line connections.
EE is committed to being number one for service in the industry and has over 400 stores across the UK. EE remains the only mobile provider to answer 100% of customer calls in the UK and Ireland and was recognised as the UK’s Best Large Contact Centre by the UK Customer Experience Awards 2018 and Welsh Contact Centre Awards 2019. EE was awarded The Sunday Times’ Best 100 Companies to Work for in 2018 and 2019, as well as being named Best Employer 2018 by the European Contact Centre & Customer Service awards.
In 2022, BT announced that EE would become the lead flagship consumer brand on a mission to create the most personal, customer-focused brand in the UK. EE and BT are joining forces to work as one to better take on what’s next in the world of connectivity and technology, working together to continue to innovate, doing a better job for customers and the nation, now and in the future.
EE is part of BT’s Consumer business unit which provides products and services to all of BT’s consumer customers in the UK. Follow us on:
Facebook at: www.facebook.com/ee
Twitter at: www.twitter.com/ee
YouTube at: www.youtube.com/ee
LinkedIn at: www.linkedin.com/company/ee-uk
About Saatchi & Saatchi
Saatchi & Saatchi have a simple ambition to create the most influential creative ideas from modern Britain, a mission recognised by its inclusion in Fast Company’s Most Innovative Companies List 2023.
This spirit is brought to bear on transformative work for clients including EE, BT, Direct Line, GSK, Britvic, Pilgrims and Siemens, alongside recent new business wins including Subway and AlTi. The company also launched Upriser in late 2022, a free to access creative schools platform available to any secondary school in the UK.
The Saatchi & Saatchi network unites 114 offices in 67 countries and 6,500 people. Saatchi & Saatchi is part of the Publicis Groupe.
Source: EE Newsroom
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