To promote the offer, legendary pop princess Britney Spears is joining Kevin Bacon on screen for the new TV ad which launches today (Friday 26 August). This is the first time Britney has appeared in a UK brand campaign.
The multi-million pound, multi-channel campaign created to launch the offer – which sees a UK mobile network offer Apple Music as a customer proposition for the first time – will run for one month from today and the 40 second ad will feature during tomorrow night’s episode of X-Factor on primetime ITV. The Apple Music creative will also run across print, TV, VOD, OOH (including across London Underground with an Oxford Circus domination), digital (featuring a 50 second extended execution of the TV ad) and social media (including Facebook, Twitter, Snapchat and YouTube).
Pete Jeavons, Brand Director at EE, said: “EE is the first UK mobile operator to deliver Apple Music as a customer proposition and, as such, we wanted an ad campaign that introduced music into the EE brand in an impactful and entertaining way. Britney was the perfect on-screen partner for Kevin to bring it all to life – and we thank them both for being such good sports. Our Apple Music customer offer follows a number of industry firsts that we’ve been able to bring to UK consumers thanks to the iconic Apple brand, including the introduction of 4G to the UK, WiFi Calling and most recently 4G Calling. We think Apple Music will be a huge hit with EE customers.”
About the ad:
The ad opens on an enthusiastic, music-loving Kevin Bacon walking down a busy high street streaming the Olly Murs track Wrapped Up via Apple Music. To demonstrate the vast volume and variety of music available, Kevin quickly switches to his next song: James Bay’s most famous number, Hold Back the River. Kevin grabs a guitar and even dons James’ trademark hat for full effect. But it’s not quite enough and, looking for something a bit more energetic…Kevin switches again, this time to Britney Spears.
Over-excited, he whips off his clothes to reveal he’s wearing Britney’s red PVC cat-suit, made famous in her music video for Oops I Did It Again. Suddenly, Britney walks out of a nearby shop and stunned by what she sees exclaims: “Kevin! What have I told you about going through my wardrobe?”. To which he replies, notably embarrassed: “Oops, I did it again.”
The 40 second ad finishes with the strapline: “Get the music you love. With six free months of Apple Music, only on EE.” A 50 second version cut for online use features a burst of Britney’s new single Make Me after she tells Kevin that Oops I Did It Again is “so 2000”.
The TV ad was developed by EE’s advertising agency, Saatchi & Saatchi London. EE’s media buying agency, MEC, has led the multi-million pound investment in placement. HSE Cake are the music talent partner.
About the offer:
From 1 September, EE customers taking out a new or upgraded pay monthly or SIM only voice plan, across both iOS and Android handsets will be able to take out the offer of six month’s free Apple Music. What’s more, EE’s Apple Music offer can still be used by customers who have either previously trialled Apple Music or are already paying for the service. Pay Monthly customers will also be able to access their free six-month trial of Apple Music on other devices including iPads, Apple TV and laptops.