By John McCarthy, Opinion editor

July 27, 2017 | 2 min read

EE spokesman, Kevin Bacon has become that guy who blasts music from his phone in a public space, however those around him are celebrating as he touts a new EE Apple Music deal in a new ad campaign.

The phone carrier has launched a multi-million pound campaign to underline its six months free Apple Music offer. Encapsulating much of the appeal, any data used through the app will be exempt from any data usage in a show of collaboration between the brands.

The 40-second ad from Saatchi & Saatchi London shows Bacon upgrade passengers to first class on a flight, an image EE wants to conjure with its special offer for mobile handset and SIM-only customers.

Max Taylor, managing director of marketing at EE, said: “Due to the overwhelming response from customers for the original offer, we have decided to extend it to all pay monthly mobile customers – and this time with inclusive data. We wanted a campaign that really brought to life how our customers get a different class of service with EE. Our award-winning 4G network is optimised to deliver the best music streaming experience.

“With 4G coverage that extends to 80% of the UK’s landmass and the fastest mobile speeds of any UK operator, our customers can enjoy a seamless Apple Music streaming experience wherever they are.”

The campaign will culminate in activity on TV and digital, in addition to print, social, OOH and cinema. A 10-second cut will run on Snapchat and Instagram.

Media buying was handled by Maxus.

The brand's partnership with music extended back earlier this summer to a tech sponsorship of UK festival Glastonbury.

Apple Music Advertising EE

Content created with:

Saatchi & Saatchi London

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