EE 'Bob's Bath'

EE, the UK’s largest mobile network operator, supports the launch of iPhone 8 and iPhone 8 Plus with a multi-million pound, multi-channel brand campaign that highlights the benefits of its new 4GEE Max plan and the UK’s best network with 4G in more places.

This time around, Kevin Bacon returns to join EE customer ‘Bob’ in the bath, upgrading his experience to tell him all about the benefits of the EE Max plan in conjunction with the launch of iPhone 8 and iPhone 8 Plus. The ad creative is designed to highlight how EE customers continue to enjoy a better class of service and more benefits than on any other network, and that the new 4GEE Max plan is the best way to get the most out of the next generation iPhone.

In the bathroom, Kevin continues to explain how the 4GEE Max plan allows customers to enjoy the iPhone 8 with annual upgrades to the latest iPhone, six months of free Apple Music, as well as 100GB of data for the price of 25GB – something he illustrates by replacing Bob’s small toy boat with a much bigger sail boat that floats in the bath with him.

The ad ends with Bob bolting out of the bath, desperate to get iPhone 8 on a 4GEE Max plan for himself. Kevin manages to protect Bob’s modesty with an aqua towel as he wanders past his bemused family who have been queuing to get in to the bathroom.

Max Taylor, MD of Marketing at EE, said: “We’ve put together the best deal ever for iPhone customers in time for iPhone 8 and iPhone 8 Plus, and Bob and Kevin team up to help tell customers about the better class of service at EE. Only on the new 4GEE Max plan can customers get the latest iPhone every single year, a huge 100GB of data and six months of free Apple Music with inclusive data all on the UK’s best network with 4G in the most places.”

The integrated campaign will run across TV and digital channels and continues to highlight the free Apple Music offer for all EE pay monthly mobile handset and SIM-only customers, inclusive of data – allowing EE customers to enjoy more of the content that they love.

The 30 second TV ad will air across highlight spots following the premiere on Friday 22ndSeptember, including a spot during Saturday night’s primetime X Factor slot. The 20 second ad will be shown across Facebook, Twitter and VoD.

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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