EE puts a focus on the livelier elements of modern family in its latest audience-driven campaign which showcases how broadband can bring a sense of calm.
Centred on two films and created by Publicis Groupe’s Saatchi & Saatchi and entitled ‘The Search Is Over’ the campaign highlights EE TV as a one-stop-shop for entertainment, with an array of content across live television and streaming.
Both films will run from 16 July, coinciding with key slots including ITV2’s ‘Love Island’. The campaign will also run across cinema, broadcast video-on-demand, and online video.
The first film ‘Playdate’ reflects the chaos of family life as kids take over homes whilst on playdates, opening with children bundling through the front door and ready to have fun.
Set to the tune of punk anthem ‘If The Kids Are United’ by Sham 69, it cuts between children engaging in pillow fights, teenagers filming TikTok dances, all while parents try to navigate their way through the house. Calm ensues when EE TV is flicked on.
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Meanwhile the second film ‘They’re Back’ explores the concept of empty nesters, when teens, students and young adults saving for deposits move back in. It shows the doorbell ring and crammed sofas with the young adults asking “Have you got Netflix?”, “Have you got Now?”.
This is followed by a grandad smiling as households are seen tapping a tablet to choose their streaming service before sitting down together to watch a show. The spot ends with American actor Kevin Bacon saying “new EE TV is here, with subscriptions that can change as fast as your home does”.
“We know that watching TV can bring a moment of relaxation and togetherness to households across the country. However, we also understand that with so many platforms, subscriptions and log ins, sitting down to watch a show or a film can feel overwhelming,” said EE marketing communications director Pete Jeavons.
Publicis Groupe CCO Ben Mooge added: “The TV is a character in the home; a crowd-pleaser, a sanctuary and sometimes sweet relief. EE knows the rhythms of our family lives, and EE TV is perfectly placed to fit in with yours.”
“TV that changes as quickly as your home life does, and fast search across every platform when you need it; for example, just at the moment that school holiday playdates are spiralling out of control. With EE TV the search is over.”
The campaign comes after a rousing campaign from EE tied up with the Euros to help stomp out hate among fans.
In a separate move to further its connection with the family, since last year EE has moved beyond its mobile roots and begun selling smart TVs and fridges.
