Kevin Bacon Goes Underground to Show the UK How to Get That New Phone Feeling with EE

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.