EE’s new campaign film, Get the Edge, gives you a little reminder of life’s daily stresses. The commercial by Saatchi & Saatchi highlights EE’s  most powerful and reliable form of 5G connectivity in a way that gets under your skin rather than just passing through your head.

Ben Mooge, chief creative officer, Publicis Groupe UK, noted, “When somehow life gets even more demanding, the smallest advantages, those marginal gains, can make all the difference. Reliant as we are on our devices, your mobile network can be the difference between winning and missing out. 5G+ on EE is that difference, network technology that gives your phone a more reliable connection and improved battery life. Needing the edge in those high pressure situations, like a busy morning commute; we’ve all been there.”

The full campaign was created by UK Publicis Groupe UK’s cross-agency team – Saatchi & Saatchi, Digitas, Publicis Production and LeShop. The work runs across AV, OOH, DOOH, audio, social, online video, VOD, cinema and retail, with media planned and bought by OpenConnect, part of WPP Media.

The lead commercial is supported by reactive national OOH featuring EE customers getting ahead of the crowds with 5G+. Regional placements in cities across the UK also focus on a text message narrative, with local references, highlighting recognisable pain point of messages not delivering on other networks when it matters most. 

Kelly Engstrom, brand and marketing communications director at EE, commented,“As the UK’s best network, we understand that having a fast, secure and reliable connection has never been more important. Our new campaign highlights how, with 5G+ on EE, our customers can get the edge when it matters most – whether that’s nabbing tickets to their favourite band while in a busy train station or sliding in to bag the last e-bike on the commute home. With 5G+ on the UK’s best network, we are doing more to ensure our customers get the best connection possible so they never have to miss out again.”

Credits

Client: EE
Brand & Communications Director: Kelly Engstrom
Head Of Brand Advertising: Jules Wilkin
Brand Campaign Managers: Kathryn Enright & Danica Anamourlis
Brand Strategy & Development Director: Olivia Stubbings
Brand Strategy Manager: Amit Kotadia
Media Manager: Laura Stone

Creative Agency: Saatchi & Saatchi
Chief Creative Officer, Publicis Groupe UK: Ben Mooge
Executive Creative Director: William John
Senior Creatives: Hector Dudding & Oliver Quinn
Head of Integrated Production: Rachel Solomon
Executive Producer: Sam Robinson
Senior Integrated Producer: Izzy Woods
Production Assistant: Abdul Onipede
Managing Partner: Eilidh Mcgregor
Business Lead: Dyfed Thomas
Account Directors: Zoe Lloydd & Harry Flynn
Account Manager: Matisse Sipa Borgeaud
Head of Strategy: Will Moore
Senior Planner: Catherine Gaunt
Head of Business Affairs: Charlotte Fisher
Business Affairs Manager: Dan Mcphilimey

Digital Agency: Digitas
Media Agency: Open Connect

Production Company: Love Song Films
Directors: Daniel Wolfe & Louis McCourt
Managing Director UK: Shirley O’Connor 
Producer: Maeve Mcmahon 

Post-Production Company: Stray
Grade: Electric Theatre Collective 
Editing: Marsheen
Sound: Factory Studios
Music : Wake The Town
Post Production Company (social): Elmntl Studi
Post Production (OOH): The Gardening Club
Design: Publicis Production Creative Studio
Retouching: Publicis Production