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EE is targeting gamers on the go in a campaign promoting the brand's Xbox Game Pass Ultimate add-on.

The work shows gamers as they enjoy their favourite titles in a series of typically British backdrops, from a muddy countryside to an overcast beach.

The campaign launched yesterday (3 May) and runs for six weeks across out of home and digital activity, as well as an AR in-store experience available in nearly 600 stores. It was created by Gary Arnold and Neil Ritchie. Media is handled by Essence.

Earlier this year, EE continued its "Network envy" series with an ad starring brand ambassador Kevin Bacon and heartbroken consumer Doug.