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Kevin Bacon and Jamie Oliver have bacon sandwich making competition in new EE ad

EE has unveiled a new ad, this time showing Kevin Bacon going head to head with chef Jamie Oliver for a bacon sandwich making competition.

Designed to highlight the variety of content available on YouTube as well as the benefit of watching this content using EE’s 4G network, the video sees Oliver set to beat Bacon until the chef starts to buffer.

“This unique partnership with YouTube is a first for us and demonstrates one of the key benefits of our network – a far superior video streaming experience with less buffering,” Spencer McHugh, director of brand at EE, said. “The mobile internet speeds and breadth of coverage we offer across the UK remain unrivalled and we’re always looking for innovative ways to communicate the benefits of our network online.”

The idea for the digital campaign was conceived and developed by lead creative agency Poke and the video content was produced and directed by Jamie Oliver’s Food Tube channel production company.

Hamish Nicklin, head of creative agency partnerships at YouTube, said: “With around 40 per cent of YouTube views in the UK coming from mobile devices, speed is integral to our users to be able to watch whatever content they wish, whenever. YouTube partners such as Jamie Oliver have a loyal and passionate audience that really engages with the content. By partnering with them, brands are able to tap into these passionate fans to extend their message.”

The ‘Bacon Don’t Buffer’ video will be hosted on Jamie Oliver’s Food Tube channel as well as the EE page.