5 November 2012 - 4:27pm | posted by | 5 comments

EE unveils creative campaign starring Kevin Bacon

EE (Everything Everywhere – the new 4G network service) has worked with Saatchi & Saatchi to create its first round of ads inspired by the notorious fact that every actor can be linked to Kevin Bacon in six films or less.

In the television ad, directed by Ringan Ledwidge, Bacon himself explains how he is connected to everyone from Tom Hanks to Corrie’s Ken Barlow. The ad will be supported by four other TV spots, featuring the Footloose star, which will run into 2013. The campaign also includes press, digital and outdoor media, with social and digital elements created by Poke.

EE uses Bacon, and the parlour game, to highlight that through its network everyone is connected, much like Hollywood and Kevin Bacon.

Andy Jex and Rob Potts lead the creative behind the campaign, with Potts working as copywriter and Jex as art director as well. Publicis Chemistry handled the retail, direct mail and elements of the campaigns digital communications, with MEC behind the media planning and buying.

In addition, a 65-second cut-down ad will air in cinemas nationwide for four weeks, before being replaced with a new spot promoting EE Film Club (the new Orange Wednesdays), featuring five of Bacon’s well-loved characters debating which film to go see.


6 Nov 2012 - 13:29
jasonstone's picture

Six films or FEWER, Gillian. Tsk.

6 Nov 2012 - 15:39
Gillian West's picture

Whoops...sorry Jason. Wrists slapped!

6 Nov 2012 - 22:15
consumerama's picture

Is the game '6 degrees of Kevin Bacon' really famous enough to hang such a big campaign off? I'm not sure...

The entire ATL campaign is definitely "Everywhere" but isn't the brand still just a bit confusing?


7 Nov 2012 - 09:40
georgeshepherd's picture

It's a shame but it's really weak

prob. looked good on paper

but the core idea revolves around the fact that if you try hard enough you can link 6 seemingly random people / animals back to Kevin Bacon

that's not the same as me having access to literally Everything Everywhere - which in itself is a compelling proposition (if true)

7 Nov 2012 - 12:51
Spottswoode's picture

"That's how Bacon Rolls". Genius.


Please sign in or register to comment on this article.

Latest Projects from the Profile Hub

Solid-as-a-rock strategy for County Stone Granite

County Stone Granite is an established family business with...

Avalon's Spirit Collection launch for Hailstones Glass Jewels

How do you launch a new jewellery collection? Based on the...

New Client Announcement - Katy Perry Fragrances!

We are thrilled to announce Katy Perry Fragrances as our...

Launching SPLYT with a Social & Media Splash

Rooster cut through the crowded taxi and sharing economy...

A new collaboration for Zatchels

What happens when one of the world’s most respected...