Telecom firm EE is focusing on how parents often double-up as an unofficial taxi service for their children in a new ad campaign promoting both its 5G services and the new iPhone 16 Pro.
Developed in partnership with creative agency Saatchi & Saatchi, the work will be centred around a 60-second spot that showcases the trials and tribulations of parenting burgeoning adolescents.
Titled ‘Parent Duty’, the spot will run across TV, social media, print, radio and out-of-home, highlighting how EE’s 5G coverage and Apple tech can help families stay connected in the most hectic environments.
“We are delighted to offer the new iPhone 16. Every year our customers excitedly await the launch of Apple’s new iPhone, and this year is no different,” EE marketing communications director, Pete Jeavons said.
“Our new campaign highlights to customers how they can get the best out of Apple’s best ever iPhone with enhanced 5G on the UK’s best network. ‘Parent duty’ helps to demonstrate this in a relatable way.”
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He continued: “We know that when parents chaperone their children, they can often find themselves at a loose end with nothing to do but wait on the sidelines. Our film shows how, with the new iPhone 16 Pro on EE, parents can entertain themselves, stay connected to their children and even get involved in the fun by capturing a photo or two.”
Directed by Somesuch’s Dan Emmerson, and set to ‘A Little Bit of Luck’ by DJ Luck and MC Neat, the spot will be supported by an iPhone 16 Pro takeover of the firm’s flagship store at Westfield London.
Saatchi & Saatchi ECD, Will John added: “EE always reflects real life and, when you’re on parent duty for your kids, you can be wearing many different hats: taxi driver, official photographer, chaperone and more.
“This campaign looks to recognise that and demonstrates how EE’s enhanced 5G and the iPhone 16 helps parents make it through the night (and day) when you’re looking after the kids.”
