The campaign, created by EE’s advertising agency Saatchi & Saatchi, leads with a 40-second TV ad launching 4th September
Hot off the heels of the no.1 for 5G announcement, Kevin Bacon is back on UK screens once more, starring in the latest EE campaign to celebrate the launch of The Full Works Plan for iPhone. The TV campaign, launching tonight during 'The Hangover', combined with a nationwide out of home (OOH) campaign and targeted digital campaign, continues the ‘network envy’ concept, as viewers are introduced to a diverse range of music, TV, film and gaming entertainment and content, all available on the new Full Works plan for iPhone.
The advert opens with a gleeful looking Kevin Bacon sitting alfresco in a sunny London cafe, quickly announcing “It’s here, the Full Works Plan for your iPhone, and it’s only EE, so get ready for it.”
Before Kevin has time to finish, the camera dynamically tracks towards the iPhone and the viewer is immediately transported into the screen to reveal a singer giving the nod of approval, getting ready to record his vocals in a music studio. Upbeat music sets the tone of the advert and the audience are encouraged to “Get ready for Apple Music” as the familiar and recognisable EE font copy reads on the screen.
The fast beat pace continues to reveal a montage of energetic and talented musicians, all preparing and performing across a variety of instruments and genres, as amps are plugged in, guitars are tuned, LP’s are spun and piano keys are played.
As the music dramatically stops, on instruction of a conductor, we are welcomed into the world of Apple Arcade, with the familiar copy “Get ready for Apple Arcade”. The campaign swiftly moves on to welcome the audience into the gaming sphere, as all types of gamers interact with their iPhones in a variety of London locations.
Again, the camera transitions into the phone screen to immerse the viewer into a variety of the latest games available on Apple Arcade. The upbeat music continues to accompany the fast pace speed of the advert and we are introduced to a woman in a park, more interested in playing Sonic the Hedgehog than enjoying the surrounding park views, clearly looking happy with her score.
An iconic double decker red bus drives on to continue to act as a setting for the enviable iPhone gaming experience, and before a café-goer has time to click play, the advert introduces the third and final component of the Full Works Plan for iPhone on EE; “Get Ready for Apple TV+”.
The scene starts in a studio, where viewers are transported to a world of TV and film, catching a glimpse of a Viking rehearsing his lines backstage, a full works make-up transformation and a Victorian-dressed actress too distracted by her iPhone entertainment benefits to finish applying her make-up.
As the energetic music slows down, Kevin Bacon returns with a voice over which quickly transitions back to the original outdoor setting, as we watch him remind viewers to “Get all the music, tv, films and games you can handle on the Full Works Plan for your iPhone, or get plan envy”, as customers stop and stare over his shoulder, clearly envious of Kevin’s iPhone entertainment experience.
Pete Jeavons, marketing communications director at BT and EE, comments: “As the UK’s number one network, it only seems right that we’re now bringing even more benefits to our customers with the Full Works Plan for iPhone. With the latest plan, our customers will have inclusive access to Apple Music, Apple TV+ and Apple Arcade, creating an enviable entertainment experience.”
EE continues to drive digitally integrated campaigns through its ad agency Saatchi & Saatchi London with a focus on social across Twitter, Facebook, Instagram and Snapchat, as well as other video display partners. This campaign will run across TV, out of home (OOH) and video on demand (VOD) – with edits and content developed specifically for a range of digital and social channels.
The 40-second TV advert campaign is on air at 21:38 during 'The Hangover' on ITV tonight and continues with a nationwide OOH campaign from 7th September.