Kevin Bacon wears fat suit and barks like a dog in 'biggest ever' EE TV campaign

Kevin Bacon has donned a fat suit in his latest outing for EE, as the mobile phone network launches a new campaign that it claims is its biggest to date.

The 40-second TV ad, which breaks today, is showcasing EE’s "connected world" campaign and features the American actor thanking Britain for getting connected to the UK’s number one network. 

The star of Footloose and Apollo 13 wears a fat suit to illustrate the phrase "totally bacon!", which is said in a British accent and is used to compliment customers for being "4G-ed up".

Bacon then goes on a journey through the UK, talking to members of the public as they are shown using a number of products that use the network, such as the 4GEE Action Cam and in-car Wi-Fi.

There is even a moment where the actor barks like a dog after saying "someone’s in the doghouse… [bark bark]".

The spot ends with a finale at a packed Wembley Stadium, for which EE is a sponsor as the lead brand and technology partner.

The ad was created by Adam Chiappe, a creative director at Saatchi & Saatchi London, EE’s creative agency. It was directed by Gary Freedman through Independent Films.

MEC handled the media planning and buying. After airing today, the ad will also appear during primetime TV on Saturday night, including during The X Factor live shows on ITV. The "connected world" campaign will also run across print, social and digital. 

Spencer McHugh, the director of brand at EE, said: "Innovation is at the heart of everything we do and we’ve launched some fantastic, truly ground-breaking connected products in recent months. 

"We wanted to create a memorable campaign that showcased the very best of what we do.  And getting Kevin Bacon to Wembley Stadium for the first time was the icing on the cake."

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