EE launches Broadband Made For You

EE launches its new integrated brand campaign, Broadband Made For You, highlighting the speed and power of EE home broadband for three specific audiences: home workers, gamers and late night scrollers.

The audience-led campaign, created by Saatchi & Saatchi, brings to life the way home broadband from EE, the UK’s fastest major broadband provider, elevates the everyday moments in customers lives. Whether supporting home workers when all the family are home with EE Work Mode, ensuring lag-free gaming nights with EE Game Mode or putting doomscrolling to bed with EE Wi-Fi Controls, these campaigns illustrate how EE broadband is made for you.

The three narratives are:

Broadband Made For Working From Home

The first film depicts a familiar scene for many busy households; a work video call taken from the kitchen table. Suddenly, the clock strikes 16:59 and the call is interrupted with shouts of ‘mum’ as the front door swings open and children run to greet their parents. The spot then highlights that the families are in The Invasion, with an array of scenes showing children arriving home from school and housemates loudly playing video games, while home workers attempt to finish off their day.

Demonstrating how EE customers can boost their broadband when working from home, the dad taps his phone to activate EE’s new Wi-Fi enhancer, Work Mode, boosting the connection to his work apps and giving them priority over the Wi-Fi. The advert ends with a woman working from home uninterrupted while her family freely move around her.

The integrated campaign showcases how EE’s home broadband with new Work Mode supports home workers, even when all the family are home. 

Broadband Made For Gaming

The second narrative is an extension of the previously launched EE Game Mode above the line (ATL) campaign, that uses real people, rather than actors, to show the UK how to level up their gaming with Game Mode on EE.

Set against iconic British soundtrack It’s Not Over Yet by The Klaxons, the film opens on a dreary Sunday conveying a feeling of boredom as the many protagonists clock watch their way through the afternoon. There is a palpable change in tempo as the viewer sees ‘Game Mode’ activated, broadband bandwidth prioritised, and the day transformed into ‘Sunday Funday’ with each of the featured households engaged in an epic gaming session.

The updated advert ends with the familiar voice of Kevin Bacon reminding viewers to ‘turbo charge your gaming and reduce lag with EE Game Mode, with the UK’s fastest major broadband provider’.