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By John McCarthy | Opinion editor

August 26, 2016 | 2 min read

EE has channelled the charismatic oddness of Kevin Bacon to front its TV ad signaling that new and upgrading customers will receive six month’s free Apple Music.

Coming under scrutiny from Britney Spears, Bacon adopts an unflattering tight red number in his tribute to the star.

Launching today, Friday 26 August, the multi-million-pound campaign will run for one month, snapping up a premium slot during the X-Factor.

The Apple Music creative will also run across print, TV, VOD, OOH (including across London Underground with an Oxford Circus domination in addition to Facebook, Twitter, Snapchat and YouTube.

Britney Spears said: "This was such a fun ad to be a part of. Footloose is one of my favourite films - so working with Kevin Bacon was a real treat. He was so much fun to be around and seeing him in my Oops catsuit was hilarious.”

Pete Jeavons, brand director at EE, said: “EE is the first UK mobile operator to deliver Apple Music as a customer proposition and, as such, we wanted an ad campaign that introduced music into the EE brand in an impactful and entertaining way. Britney was the perfect on-screen partner for Kevin to bring it all to life – and we thank them both for being such good sports.”

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