EE’s latest campaign entitled ‘Curfew’ highlights how families can keep connected both in and out of the home, tying in with the summer season of going out.
Created by Saatchi & Saatchi, the spot launches with a 90-second hero film which opens with a group of teenagers at the cinema before the changes to a parent peering out of their window with the words “Don’t be late” written across the screen.
Set to the tune of Echo and The Bunnymen’s ‘The Killing Moon’, it encapsulates the feeling many parents have when their teenagers are out with friends after school or on the weekend and highlights how an EE One contract can help them keep in contact with their kids and check in quickly.
It will run across the TV during the opening premier league game between Manchester United and Fulham on 16 August, as well as Chelsea vs Manchester City on 18 August, during ITV Racing on Saturday 17 August and ITV1’s Long Lost Family on Thursday 29 August.
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In addition to TV campaigns, it will also show across cinema, broadcast video-on-demand (BVOD), digital, audio and social with all challenges going live during a time where teenagers are often out of the home or with friends in the evening.
Additional out-of-home (OOH) from 23 August features selfie-style shots of kids travelling home on the bus and hanging out with friends highlighting that EE One customers can always be connected with its unlimited data.
“As an EE One customer, your broadband comes with unlimited data sims, which means that parents can relax knowing their teenage kids are always in reach, on the best possible network,” said Publicis Groupe UK CCO Ben Mooge.
“Which to be honest is probably the only thing that parents won’t worry about. We can all remember being teenagers and being out late, past curfew – and as ever, EE won’t shy away from depicting the true nature of British teenage life.”
EE marketing communications director Pete Jeavons added: “Our new campaign shows how with broadband and mobile on the UK’s best network, there is no need to compromise on connection inside or outside of the home. Curfew helps to demonstrate this in a way that will resonate with many families across the nation.”
“We know it can be worrying when your teenager has missed their curfew due to a football match running over or a gig going later than planned, and so this campaign was about highlighting this and demonstrating that as an EE One customer you can relax knowing that the whole family is connected, and your children are just a phone call away,” he added.