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EE brand ambassador Kevin Bacon enjoys Apple in all its glory in a campaign celebrating the network operator's Full Works plan for iPhone users.

The ad shows Bacon as he enjoys Apple Music and Apple’s game service Arcade, with members of the public looking on, awestruck, behind him.

An old woman plays Sonic the Hedgehog in a park while an actress in Victorian costume is too distracted by her iPhone to finish applying her make-up, prompting Bacon to encourage phone fans to avoid "phone envy" through signing up to the network's plan.

The ad makes its TV debut tonight (4 September) during The Hangover on ITV and comes alongside an out-of-home campaign, which launches on Monday.

Last month (21 August), EE launched a spoken word spot, "The envied", in which poet Hussain Manawer encapsulates the feeling of "network envy".