The tedium of a workday transforms into the joy of WiFi 7 connectivity when the clock ticks over to 5:00pm. Saatchi & Saatchi’s campaign film for EE leads a new brand campaign, Clocking Off, that highlight the powers of the new Wi-Fi 7 enabled Smart Hub Pro and Smart WiFi Pro.
The 120-second film follows a day in the life of a group of people performing robotic, routine tasks at work, such as the commute – all shot in monochrome. As they leave and head home, scenes move to vibrant colour, symbolising the transition from a mundane workday to a lively home environment.
The full campaign TV, broadcast video on demand (BVOD), online video, social, print, radio, digital audio, search and out of home (OOH) and has been created by teams from Saatchi & Saatchi, GroupM, Digitas UK, Boomerang, Posterscope, Prodigious and LeSHOP. The 30-second TVC created by Saatchi & Saatchi launched the campaign during Good Morning Britain (ITV) on Monday October 14, with key spots on top programming such as Gogglebox, Great British Bake Off and Big Brother following.
The campaign has been contextually planned and bought by GroupM to tactically align with the Clocking Off timestamp of 16:59 in the commercial to enhance the ad’s relevance.
The campaign also includes nationwide OOH, created by Saatchi & Saatchi and Prodigious, which highlights how products from Samsung, Google and Xbox, work better with EE’s Wi-Fi 7 Smart WiFi Pro. Social activity was led by Boomerang, including an influencer-led campaign across Instagram and TikTok which goes live later this month. Digitas UK will demonstrate the power of WiFi 7 across EE’s online platforms, providing customers with a detailed overview of the new technology and its benefits.
The campaign also includes a retail activation and content wrap which signposts customers to find out more about Wi-Fi 7 in EE stores nationwide. The retail work is by LeSHOP.
Pete Jeavons, marketing communications director at EE, commented, “Our new Smart Hub Pro and Smart WiFi Pro features the latest in Wi-Fi tech, specially designed with our customers in mind. We know that the average household has multiple devices on the go at any one time, with each one as important as the next. 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.”
Ben Mooge, CCO, Publicis Groupe, added, “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. 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”.
Credits
Client: EE
Advertising Agency: Saatchi & Saatchi
Publicis Groupe UK CCO: Ben Mooge
Managing Director: Jonathan Tapper
Executive Creative Director: Will John
Senior Creatives: Samuel Simmons, George Coyle
Design Director: James Crickmore
Designer: Scott Powell
Group Planning Partner: Olivia Stubbings
Planning Director: Will Moore
Senior Planner: Jonny Turnbull
Business Lead: Eilidh McGregor
Account Director: Joe Dowson
Account Manager: Tamara Sirandula
Agency Producers: Rose Reynolds, Brett Macdonald
Production Company: Love Song
Directors: Daniel Wolfe & Louis McCourt
Dop: Harry Wheeler
Md: Shirley O’Connor
Executive Producer: Ellie Goodwin
Producer: Peter Knowles
Local Line Producer: Maeve Mcmahon
Production Designer: Arthur Deborman
Costume Designer: Kirsty Halliday
Editing: Marsheen
Edit Producer: Harriet Cawley
Editor: Dominic Leung
Edit Assistant: Helena Teixeira
Colour: Electric Theatre Collective
Colourist: Jason Wallis
Post-Production: Stray
Creative Director & VFX Supervisor: Dan Williams
2D: Ben East, Hugo Saunders
AFX & Designers: David Whatley, James Brocklebank, Kwok Fung Lam
Executive Producer: Misha Stanford-Harris
Producer: Ellie Georgiou
Sound Studio: Factory Studios
Sound Producer: Emily Thomas
Sound Design & Mix: Anthony Moore & Jack Hallett
Music Company: Theodore Music Ltd.
Music Supervisors: Ottilia Kjulsten & Dominic Bastyra
Track: Pet Shop Boys – Left To My Own Devices
Media Agency: GroupM
OOH Agency: Posterscope
Production: Prodigious (OOH)
Digital Agency: Digitas
Executive Creative Director: Bjorn Conradi
Creative Director: Amandine Fabian
Senior Art Director: Neal Williamson
Art Director: Reilly Lovett
Senior Copywriter: Brochan Watts
Copywriter: Georgina Aindow
Senior Designer: James Nawka
Visual Designer: Sarah Goodman
Strategy Directors: Harry Bunnell & Credence Pym
Business Director: Jessica Brennan
Account Director: Sophie Baldwin
Senior Account Manager: Jessica Muhl
Senior Project Manager: James Martin
Senior Integrated Producer: Brett Macdonald
Junior Producer: Lucy Fuggle
Post Producer: Jessica Scannella
Audio: Henry Frith
Advertising Agency: Leshop (Retail)
Social Agency: Boomerang
