EE emphasises the importance of clocking off and shows of its suite of entertainment features improved by its WiFi 7 Smart pro, which is designed for connectivity across multiple devices, in its latest advert.
Created by the network’s agency-of-record Saatchi&Saatchi’s, EE’s latest film lasts 120 seconds and follows a group performing routine and robotic tasks at work.
However, they experience escapism once they return home, and the scene transitions to a far livelier and more colourful environment.
Once the magic of Wifi kicks in, the family members are each able to enjoy their preferred moments of peace and connectivity — whether it’s recording a TikTok, watching a film, gaming or video calling.
The spot ends with Kevin Bacon announcing: “When everyone’s home and caning the broadband, EE’s new wi-fi 7 router makes everyone’s broadband work better, even yours.”
A 30-second spot kicked off during Good Morning Britain today (14 October) with further iterations to appear during Great British Bake Off, Gogglebox and Big Brother.
Publicis Group CCO Ben Mooge said:”EE’s new Wi-Fi 7 enabled Smart Hub Pro and Smart WiFi Pro provide customers with the best broadband experience in the home, creating space for everyone’s devices and providing reliable connectivity.”
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“Which is especially satisfying when you get back after a hard day and find everyone at home is already caning the internet. ‘Clocking Off’ takes us from the greyscale grind of the workday to the full-colour bliss of getting home, where Wi-Fi 7 makes your devices perform better.”
The campaign will be bolstered by out-of-home adverts created by Saatchi&Saatchi and Prodigious, which highlight how products from Google, Samsung and Xbox work better with EE’s Wifi 7 Smart Pro.
The campaign will also include retail activations created by LeShop, and a content wrap which signposts customers to find out more about WiFi 7 in EE stores nationwide.
EE marketing communications director Pete Jeavons highlighted that the broadbrand provider’s new technology keeps customers in mind as many households have multiple devices.
He added: “As the first major provider of a Wi-Fi 7 hub, our customers can enjoy fast speeds and a more consistent connection, wherever they are in the home, so there is no need to prioritise devices”.
