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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.