EE is tonight (30 May) debuting an ad to launch its 5G service that was shot on the day of the FA Cup final. The spot, by Saatchi & Saatchi London, captured fans of Manchester City and Watford on 18 May who watched the game using 5G-enabled smartphones.
The campaign, created using 5G-enabled augmented-reality and virtual-reality technology, is scheduled to launch during the Britain’s Got Talent live semi-final. It highlights that EE is the UK’s first network to switch on 5G and showcases a number of ways customers can enjoy the service.
It was created by Mark Campion, Samuel Simmonds and George Coyle, and directed by Henry-Alex Rubin through Smuggler and Visualise.
In the ad, Kevin Bacon is seen among football fans at a pub, where he shows them how to watch the game as if they were at Wembley Stadium via AR. It also shows customers such as Graham Phillips, a lifelong Man City fan, using a VR headset to enjoy the match.
Pete Jeavons, marketing communications director at BT and EE, said: "In this latest campaign, we’ve worked with real people in real time to showcase what’s possible on real 5G networks. Rather than tell them a 5G story, we let them become the story."