EE 'Samsung Galaxy S9 & BT Sport'

EE, part of the BT Group, has marked the launch of the Samsung Galaxy S9 with a new multi-million-pound, multi-channel brand campaign starring Kevin Bacon and Rio Ferdinand, with appearances from footballer David Luiz and football manager Jurgen Klopp.

The ad campaign sees Kevin and Rio resume their roles as EE sports pundits in another ‘Breaking News’ bulletin-style ad, this time to promote the Samsung Galaxy S9 on EE’s Max plan which offers customers inclusive access to the BT Sport app.

After having their broadcast interrupted with the news of the Samsung Galaxy S9’s arrival, the ad kicks off with an excitable Kevin Bacon, keen for Rio to show him exactly what this new smartphone is capable of. Rio indulges Kevin by testing the phone’s Super Slo-Mo functionality, shooting footballer David Luiz shaking his famous curly locks for the camera.

Kevin Bacon then strips down to a white vest and strikes a pose from his iconic role in Footloose, allowing Rio Ferdinand to capture the moment on the new smartphone to see how the camera performs in low light. After reviewing the image on the Samsung Galaxy S9’s infinity screen, Rio and Kevin decide it’s “off the scale!”.

True to the sports news style format, Kevin and Rio go wild at the news of inclusive access to the BT Sport app and the ad then cuts to a typically enthusiastic reaction from Jurgen Klopp, who is seen going crazy at the side-lines in response to the news.

Max Taylor, MD of Marketing at EE, said: “Only EE customers get the most out of Samsung’s latest flagship smartphone  - with 4G in more places than any other network, and great content like inclusive access to BT Sport and Apple Music on our Max plans. In our latest campaign, Kevin and Rio team up again with a few special guests to highlight the benefits of the new Samsung Galaxy S9 on EE.”

EE continues to drive digitally integrated campaigns with a focus on social, video messaging and personalised communications. This campaign will run across TV, out of home (OOH), Cinema, video on demand (VOD) – with edits of ad and content developed specifically for a range of digital and social channels. The campaign kicks off with a 30 second TV ad that will launch on Friday 16 March during Coronation Street & GoggleBox. The campaign was developed by EE’s advertising agency, Saatchi & Saatchi London. EE’s media buying agency, Essence, has led the multi-million-pound investment in placement.


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