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Kevin Bacon returned to UK screens this evening during 8 Out of 10 Cats Does Countdown in the latest EE brand campaign which celebrates the network’s latest award wins: winning both no.1 network for 5G and no.1 network for seven years running. 

The TV campaign, combined with a nationwide out of home (OOH) campaign and targeted digital campaign, will introduce the UK to the concept of network envy, steering the nation to ‘get EE or get network envy’.

The advert opens with Doug sharing a park bench with Kevin Bacon, watching as Kevin reaches for his new phone from inside an unmistakable EE bag with ‘no.1 network for 5G’ emblazoned across it.

Curious, Doug asks Kevin about his new phone and Kevin takes great pride in letting Doug know that he got it on EE, the network that has “just won number one network for 5G and number one network seven years in a row”.

EE – Network Envy

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Doug is immediately gripped by network envy, furious at finding out that his network is second best to EE and deflated that he didn’t choose the UK’s best network. Doug’s internal monologue takes the viewer on this emotional journey he thinks “I’d give anything to be that man, on that network”. Kevin, noticing the envious expression on Doug’s face, warns viewers “don’t be a Doug, get EE or get network envy”.

Pete Jeavons, Marketing Communications Director at BT and EE comments: “We couldn’t be prouder of the recent awards for EE; taking home best network for the seventh year running and being crowned the new award of best 5G network. We have 5G in more places than any other UK operator so for customers looking to get the ultimate mobile experience wherever they are, EE is the obvious choice.”

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.

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