EE Customers Unlock Fast Lane 5G+

EE, the UK’s best network*, has today launched its new campaign, The Ultimate Pro iPhone on the Ultimate Network, now with Fast Lane. Created by Publicis Groupe UK’s cross agency team, the campaign shows how customers can get even more from the new iPhone 18 Pro with Fast Lane, EE’s advanced network feature that connects UK consumers and small businesses to the highest performance 5G+ lane on its award-winning mobile network. Together, the new iPhone 18 Pro – with a big leap in battery life – and EE’s Fast Lane give customers dedicated access to faster and more reliable connections, helping them stay connected during rush hour and at major events when the network is busiest.

The campaign launches with a 20-second social film created by Saatchi & Saatchi. Set in the moments after a concert, the film follows music fans as they leave in a packed crowd. One fan stands out with the new iPhone 18 Pro – still powered by the new iPhone’s improved battery, and with a strong mobile connection. To the familiar voice of Nick Grimshaw, the crowd parts to create a visual ‘fast lane’ around her, with the film bringing EE’s Fast Lane to life, showing how customers can stay seamlessly connected on a dedicated section of EE’s 5G+ network, even when the network is busy. 

The integrated campaign launches with a 20-second social film and a full-funnel media strategy designed to build awareness, drive consideration and support conversion. The campaign spans online video (OLV), broadcast video on demand (BVOD), subscription video on demand (SVOD), out of home (OOH), radio, digital audio, print, social, search and programmatic channels, with all paid media planned and bought by the OpenConnect team at WPP Media, alongside OOH agency Posterscope.

Kelly Engstrom, Brand and Marketing Communications Director at EE said: “The new iPhone 18 Pro deserves a network that helps customers get even more from it. With the new iPhone’s big leap in battery life and EE’s Fast Lane providing dedicated 5G+ connectivity at the busiest times, our campaign shows how the ultimate iPhone experience is made even better on the UK’s best network. Whether leaving a packed concert or navigating everyday busy moments, we’re giving our customers dedicated access to faster and more reliable connections when they need them most.”

Chris Townsend, Group Creative Director at Saatchi & Saatchi said: “Life doesn't slow down when the network gets busy. Our campaign for EE takes this familiar frustration and shows how Fast Lane on iPhone helps customers stay connected when demand is at its highest. Fast Lane helps customers – literally - cut through the crowd, proving networkadvantage in a relatable way and showing that when the network is at its busiest, EE is continuing to help customers stay connected to the moments that matter most.”

Rebecca Marshall, SVP at OpenConnect, WPP Media said: “The launch of a new iPhone is one of the biggest moments in the technology calendar, and EE has created a campaign that helps bring the benefits of the new iPhone 18 Pro and Fast Lane to life in a simple and relatable way. Built to increase consideration, the integrated cross-channel campaign reaches customers wherever they are, helping them understand how EE's network can keep them connected during all the important moments."

The iPhone 18 line-up is available with a wide range of EE price plans. In addition, EE is making it easier and more affordable for existing customers to upgrade to the latest iPhone models. Customers on eligible Flex Pay plans can take advantage of Early Phone Swap, allowing them to upgrade up to a year early, on selected 36- or 48-month plans. In addition, EE Trade In offers customers another way to save on the latest Apple line-up, making upgrading even more affordable.

To find out more on the iPhone 18 with EE, visit: EE | The UK's Best Mobile Network, Broadband & Tech Deals.

Credits:

CLIENT: EE 

Jules Wilkin, Head of Brand Advertising

Queenie Safo-Antwi, Brand Campaign Manager

Nate Odell, Head of Demand Generation and Retail Marketing

Sophia Michaelides, Lead Campaign Manager - Demand Generation

ADVERTISING AGENCY:  Saatchi & Saatchi

Chief Creative Officer, Publicis Groupe UK: Ben Mooge

Groupe Creative Director: Chris Townsend

Senior Creatives: Hector Dudding & Oliver Quinn

Head of Integrated Production: Rachel Solomon

Senior Integrated Producer: Izzy Woods

Junior Integrated Producer: Josh Clark

Production Assistant: Abdul Onipede 

Groupe Client Lead: Alice Kassapian

Managing Partner: Eilidh McGregor

Business Lead: Dyfed Thomas

Account Director: Zoe Lloydd

Account Manager: Ottilie Shpaizer

Head of Strategy: Will Moore

Senior Planner: Catherine Gaunt 

Head of Business Affairs: Charlotte Fisher

Business Affairs Manager: Dan McPhilimey

AV

PRODUCTION COMPANY: Publicis Production (HODs only)

Director: Otis Dominique

DOP: David Wright

Producer: Emily Slupecka

Production Manger: Jo Fogarty 

1st AD: Tom Wynborne

2nd AD: Niomi Collins

3rd AD: Carmen Du Prees

3rd AD: Joe Ramsden

Gaffer: Chris Dowling/ Josh Dempsey

Production Designer: Johnny Savage 

Stylist: Hope Lawrie

MUA: Jess Kell

EDITING COMPANY: The Quarry

Editor: Kaz Ové

Edit Producer: Jack O'Mullane

Assistant Editor: Lawrence Lakshmanan

POST-PRODUCTION COMPANY: Harbor Picture Company

Colourist: Alex Gregory

VFX Supervisor: Ben Robards

VFX Lead: Polly Gwinnett

VFX Producer: Sarah Maerz

SOUND HOUSE: Factory Studios

Sound Design & Mix: Mark Hills & Josh Campbell

Senior Audio Producer: Olivia Endersby

MUSIC : 

Music Supervisor: Maiken Silverup

DESIGN: Publicis Production (OOH & AV)

DESIGNERS:

Head of Design: James Crickmore

Senior Designer: Anna Hahto

Senior Designer: James Goodwin Davies

Senior Designer: Dan Bailey
Senior Designer: Graham Puttock
Senior Designer: Kumal Shah

Motion Lead: Marco Balducci

Motion Designer: Blake Hart-Wilson

Motion Designer: Sally-Amy Ngwenya

PROJECT MANAGER:  

Production Director - Kirsten Howe 

Senior Project Manager - Jessica Hall 

ARTWORK: Publicis Production 

CREATIVE ARTWORKERS: 

Senior Artworker - Dean Vukovic

Senior Artworker - Darren Rolfe

Senior Artworker - Paul Jeffreys

PROJECT MANAGER:  

Senior Project Manager - Simon Thompson 

Senior Project Manager - Adrian Reilly 

Studio Manager - Steve McFarlane 

POST PRODUCTION: Publicis Production (AV)

PRODUCER:

Senior Post Producer - Jessica Scannella 

ANIMATION:

Senior CGI Artist- Jamie Wathen

EDITORS:

Senior Editor - Ben Matthews

Senior Creative Editor - Richard Barnett

AUDIO:

Audio Engineer - George Turner

Senior Audio Engineer - Henry Frith

OpenConnect, WPP

Neil O'Connor- VP, Client Lead 

Meghan Weatherill- VP, Client Lead

Kyle Williams- Business Director

Rob Corr- Business Director

Paridhi Johri- Associate Director

Juliette Dehnel- Planning Manager

Charlotte Thorpe- Associate

Posterscope

Rowan Gillette-Fussell - Senior Planning & Buying Executive

Tom Murrihy - Planning & Buying Director

Dan Bayford - OOH Partner