EE, the UK’s largest operator has launched its biggest brand campaign to date to showcase EE’s Connected World, featuring actor Kevin Bacon who dons a fat-suit to hammer home that the UK is more connected – or more ‘bacon’ – than ever thanks to EE.
Kevin Bacon wears fat suit and barks like a dog in biggest ever @EE TV campaign https://t.co/I10g1uTP8b pic.twitter.com/wGwH8BBIpG
— Campaign (@Campaignmag) October 28, 2015
EE’s Connected World campaign illustrates the brand’s investment in connected products beyond mobile such as its innovative in-car Wi-Fi device – which enables up to ten devices to log on at once keeping the whole family entertained on the go – and the world’s first 4G-enabled action camera. EE’s 4GEE Action Cam launched earlier this year allows epic moments to be streamed live to family and friends.
The ad also brings to life EE’s partnership with the UK’s national stadium in above-the-line communications for the first time. EE signed the ground-breaking deal to become Wembley’s lead partner in 2014 with the ambition to make it the world’s most connected stadium with enhanced 3G and 4G capacity for better fan experience.
The 40 second ad was aired during primetime TV on Saturday night, including during the X-Factor live shows. The Connected World campaign will also run across print, social and digital, said EE.
Spencer McHugh, Director of Brand at EE
We wanted to create a memorable campaign that showcased the very best of what we do. And getting Kevin Bacon to Wembley Stadium for the first time was the icing on the cake.