EE 'Apple Watch' (Integrated)

EE supports the launch of the new Apple Watch Series 3 with a new multi-million-pound, multi-channel brand campaign that celebrates its in-built cellular functionality. Available only on EE’s award winning network, this device allows customers to pair the new watch with their existing Apple iPhone for the first time

The ad opens with Kevin dressed up to the nines as a ringmaster, preparing to ‘go all out’ to celebrate the Apple Watch Series 3 being exclusive to EE customers. Kevin tours the set passing  colourful marching bands, acrobats, air displays and even I’m a Celebrity…Get Me Out of Here! winners, Stacey Solomon and Tony Blackburn, all united in celebration of the launch.

Ramping up the excitement, Kevin swaps his ringmaster outfit for a wetsuit and wakeboards down the Thames where he receives a call from Ed Sheeran, direct to his Apple Watch Series 3. This is only possible with the Apple Watch Series 3 on EE which allows customers to pair their device with their mobile phone so that they can make and receive calls on the go, using the same number, without their phone present.

Realising that such an incredible offer for EE customers speaks for itself, Kevin turns down Ed Sheeran’s offer, answering the call on his watch with a cheeky “Stand down Sheeran, you’re cancelled!

Max Taylor, MD of Marketing at EE, said: “The ability to pair this watch with your existing Apple iPhone is game changing for the mobile industry. The fact that customers can now experience this level of connectivity without a smartphone present has moved this category forward in leaps and bounds. I’m extremely excited that our customers will be the first to be able to take advantage of this. We can confidently say that EE is the network of choice if customers want to get the ultimate Apple experience.”

The integrated campaign will run across TV and digital channels, kicking off with a 30 second TV ad that will premiere on Friday 17th November during I’m a Celebrity…Get Me Out of Here!, followed by prime time TV slots, including Saturday night’s X Factor break.

The campaign was developed by EE’s advertising agency, Saatchi & Saatchi London. EE’s media buying agency, Maxus, has led the multi-million-pound investment in placement.

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