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EE has rolled out a multichannel campaign to mark the launch of the iPhone 13 Pro.

The TV, out-of-home, digital, radio and cinema campaign by M&C Saatchi features a 30-second film starring Kevin Bacon that was directed by Marcus Svanberg through Moxie Pictures.

In the ad, Bacon says: "Last year I told you EE had the best iPhone ever. I lied. It’s come to light the new iPhone 13 Pro is the best ever." 

The work was created at the agency by Gary Arnold, Neil Ritchie, Mia Silverman and Ryan Price. Media was handled by Essence.