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Agencies 4 Growth Festival Logo

EE and Kevin Bacon target ‘BufferFace’ in new ad campaign

Kevin Bacon was the star of another multi-million pound advert from EE, this one taking a look at the prevention of ‘BufferFace’: the look people have as the wait for pages to load.

Having broken on 11 October during the X Factor, the latest ad by Saatchi & Saatchi shows Bacon tutting at the Bufferface look some of his passers-by are wearing.

“Not a good look, man. I mean, why should checking emails make your face do this?” he tells one passer-by in the ad, before exolting the joy of EE’s 4GEE.

Spencer McHugh, director of brand at EE, said: “Whether you’re trying to download a funny video, or are in serious need of a map route, lack of connectivity is a real frustration for smartphone users.

"Our latest Kevin Bacon advert shines a jovial light on the irritation people face when streaming becomes a struggle. With our superfast 4G coverage reaching more than 75 per cent of the UK population, 4G on EE removes the hassle of wasted loading time, so you can drop your BufferFace and get on with your day.”

MEC handled media buying for the campaign.

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