- EE’s new campaign No Way Out features Kevin Bacon breaking free from a confined space, illustrating the pressure many feel they’re under right now
- Bacon breaking free from the confines is used as a metaphor for the freedom EE customers feel when they get that new phone feeling with a free annual device check-up on EE
- EE’s complimentary annual device check-up forms a part of the brand’s wider value-added inclusive benefits including Stay Connected Data and Scam Shield
- The campaign, with creative by Saatchi & Saatchi, will run across OOH, TV, VOD and in cinemas, launching with a 30 second spot here during Coronation Street on Friday 21st October
21st October 2022: Tonight, EE’s latest brand campaign will hit screens during Coronation Street; No Way Out, featuring Kevin Bacon will illustrate how customers can count on EE for a great deal more with a free annual device check-up so they can hold onto that new phone feeling for longer.
The ad begins with a close up of Kevin Bacon’s face trapped in a small dark space, his face lit up from the glow of the light emitting from his phone. As he starts to panic, Kevin tells viewers ‘Times are tight and right now things can feel a little constrained, like there isn’t much wiggle room’.
Suddenly, his phone flickers and dies and Kevin sighs in frustration stating, ‘sure you can get a new phone if you want, but is that always right for you?’. The viewer watches as he punches up through the ceiling, into the fresh air above. After a struggle, he climbs out of the confines and brushes himself off, while two passers-by look on confused.
Finally, the ad shows Kevin above ground as he tells viewers how EE customers can get a free annual check-up on their device designed to keep their phone in ‘tip top condition’.
Pete Jeavons, Marketing Communications Director at EE comments: “Value for money has never been more important, which is why we chose this campaign to highlight one of the ways we offer customers more for their money. Our free annual device check-up with full diagnostics and battery check, as well as a clean and polish, offers all our customers that new phone feeling for longer.”
Will John, Executive Creative Director, Saatchi & Saatchi said: “This was about showing we get how people are feeling right now, through visceral explicit storytelling that empathises and cuts through. Plus, Kevin loved his big unboxing moment.”
The 30-second TV advert, developed by EE’s advertising agency, Saatchi & Saatchi UK, goes live with a nationwide TV campaign on 21st October, during Coronation Street, with other key broadcast slots including:
- The Masked Dancer (ITV) – Saturday 22nd October
- The Martin Lewis Money Show Live (ITV) – Tuesday 25th October
The campaign, planned and bought by Essence, will also run across out of home (OOH), video on demand (VOD), cinema (in key films such as Black Adam & Black Panther) and social channels with edits and content developed specifically for digital. Additionally, the campaign will also be running across a partnership with Bauer (Absolute & Hits Radio).
EE customers can visit EE stores for a free annual device check-up, including a full diagnostics and battery check, as well as a clean and polish. EE also offers extras including Stay Connected Data, which means customers can make the most of unlimited backup data on essential apps when they reach their monthly data allowance, as well as Scam Shield, which protects them from scam calls and messages.
For more information, please visit: www.ee.co.uk.
For more information, please contact M&C Saatchi Talk: [email protected]
CREDITS:
ADVERTISING AGENCY: Saatchi & Saatchi
CCO of PUBLICIS GROUPE: Ben Mooge
CCO: Franki Goodwin
EXECUTIVE CREATIVE DIRECTOR: William John
CREATIVES: Samuel Simmons, George Coyle
EXECUTIVE DESIGN DIRECTOR: Nathan Crawford
HEAD OF ART: Roderigo Castellari
PLANNING PARTNER: Olivia Stubbings
PLANNING DIRECTOR: Ophelia Stimpson
MANAGING PARTNER: Jonathan Tapper
BUSINESS LEAD: Charlotte Elwig
ACCOUNT DIRECTOR: Elliot Handler
SENIOR ACCOUNT MANAGER: James Graham
Senior Creative Producer: Abi Wilson
Design Director: Richard Hart
Senior Designer: Ciaron Fitzpatrick
Motion Designers: Devin Arden, Heera Taak, Ash Hoque, Dani Wolf
PRODUCTION COMPANY: Prodigious
PROD CO PRODUCERS: Adrian Reilly, Sam Faulkner
ARTWORKS: Dean Vuckovic, Carl Collins, Jennifer Bourne
MOTION: Rowena Matthews
AGENCY HEAD OF FILM: Rebecca Williams
AGENCY TV PRODCER: Alex Pemberton
PRODUCTION ASSISTANT: Jessica Watkins Homeyard
MEDIA BUYING AGENCY: Essence
MEDIA PLANNER: Sophie Franks
PRODUCTION COMPANY: RSA
DIRECTOR: Jake Scott
DOP: Larkin Seiple
EXECUTIVE PRODUCER: Garfield Kempton
PRODUCTION ASSISTANT: Daisy Shepherd
US LINE PRODUCER: Ross Levine
EDIT: Struan Clay @ Final Cut
POST: The Mill
COLOURIST: Peter Oppersdorff
SOUND: Mark Hills @ Factory
MUSIC: Eclectic
ENDS
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 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 network every year since 2014 for the following awards: The Mobile Choice Awards, The Mobile Industry Awards and by RootMetrics®.
As well as delivering mobile services to consumers, small and medium businesses, corporate customers and Government programmes, 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 nearly 600 shops 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.
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Source: EE Newsroom
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