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EE has launched a campaign giving unlimited data to NHS workers, fronted by actor and long-running brand ambassador Kevin Bacon.

The ad takes a serious note and shows Bacon sitting down and talking directly to the camera. "Hello UK, hope you’re staying safe," Bacon begins, reassuring the public that he would "normally be making a joke, but not today".

The TV spot shows a link that NHS workers can use to  for unlimited data with EE until October, using a valid NHS email address.

"We’re clapping for you, we’re rooting for you but, most of all, we’re thankful for you," Bacon declares as the spot comes to a close.

Created by Saatchi & Saatchi and launching tomorrow (10 April) on TV, it is supported by video-on-demand and social media activity. It was created by Rodrigo Castellari, Gary Arnold and Neil Ritchie.