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Kevin Bacon hosts a spoof quiz show called It's A No Brainer in a new campaign for EE that features guest appearances from game-show stalwarts Rachel Riley and Stephen Fry.

Saatchi & Saatchi created two ads for the campaign, the first of which features Bacon pressuring Riley (Countdown’s resident mathematician) to find an equation explaining why anyone would want to use a slower mobile network. Bacon also pops up (heavily made up) as an audience member in the ad – if you’ve got a star like Bacon, you might as well make the most of him.