EE's latest ad promotes its range of gaming kit with scenes of a variety of gamers preparing to play.
“Kit for every gamer” was created by Saatchi & Saatchi. The campaign is led by the short film “Battle stations’’, which positions EE as a destination for every kind of player.
Set to the song Cowgirl by Underworld, the 60-second ad starts off with footage of different gamers getting ready for a “battle”. The film features social media influencers Danny Aarons and Iamangelika.
As they get ready for gaming, each person sets up their own station using a different gaming kit tailored to their characters and preferences.
Kevin Bacon's voiceover cuts in: “Racers, slayers, ballers, side questers. The EE game store has a kit for every type of gamer on any network.”
The spot was directed by Louis McCourt through Love Song and created by Rory Peyton Jones and Elliot Lee.
According to Pete Jeavons, marketing and communications director at EE, “this campaign captures the diversity of playstyles and the variety of kit used by real gamers in their real life settings”.
The campaign will also feature out-of-home work launching on 18 November that will include posters with a range of gaming avatars alongside the tagline "Game-changing kit for every gamer”.
Will John, executive creative director at Saatchi & Saatchi, said: “Our campaign is a celebration of real British gaming personalities and the unique routines they follow before diving into a game. The rituals. The tics. The religious-like preparations that different players go through. It shows EE gets them and has a bespoke curated kit made for them – to up their game.”
Media planning and buying was handled by Group M. The ads will run across broadcaster video on demand on Channel 4, ITV and Nexus Ad TV, as well as video on demand, social media and digital audio.
Social activity was led by Boomerang and will run across Instagram, TikTok and Twitch.
"Battle stations" follows the telecom brand's "Tech from EE" spot, which launched on 5 November.
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