EE's new direction

EE has launched a new, nationwide campaign that focuses on three important areas for the brand; home, learning and work and gaming.

For its largest campaign for more than a decade, EE has worked with a number of agencies, including its long-term creative partner, Publicis, employing expertise from Saatchi & Saatchi, Digitas, Boomerang, Publicis•Poke, Zag and Prodigious to develop a multi-channel customer communication. The campaign will utilise OOH, print, radio, social, digital and experiential activations, but it's the three filmic executions that we're highlighting here. 

Each of the films was created by Saatchi & Saatchi and produced through Art Practice, with the first, Switch Off, Drift Off [above], illustrating the benefits of EE’s wi-fi controls for families struggling with the universal saga of bedtime. 

Directed by Daniel Wolfe, the energetic film, set to iconic dance anthem Insomnia, by Faithless, depicts children wreaking havoc at bedtime in the homes of families up and down the country. As the ad reaches its crescendo in a fast paced montage of young faces determined to ignore their despairing families, the film demonstrates how harmony can be restored with the simple swipe of a finger, as parents switch off their kids devices and get them to drift off to sleep. 

The second of the spots, each of which is street cast, representing the diverse faces of the nation, is called Sunday Funday [above] and shows the UK how to level up their gaming with Game Mode. Also directed by Daniel Wolfe, the film once again grabs the attention with another iconic British soundtrack, this time It’s Not Over Yet, by The Klaxons. 

Set on a dreary Sunday and 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 as each of the featured households engaged in an epic gaming session.