EE launches its new nationwide above the line (ATL) campaign, Broadband Made For You, that will feature multiple bespoke social, digital, OOH and TV executions, highlighting the many ways EE home broadband benefits home movers, gamers and busy families.

The audience-led campaign by Saatchi & Saatchi challenges the ‘one size fits all’ approach to broadband, bringing to life the different ways EE home broadband improves the everyday challenges customers’ face. Whether that’s ensuring lag-free gaming weekends, entertainment for families on a rainy day or taking some of the stress out of home moves, the campaign illustrates how EE broadband is made for you.

The three narratives hitting TV screens nationwide from this evening will be:

  • Broadband Made for Summer:

The first film opens on a stereotypical British summer scene; a children’s garden party gone awry due to an unexpected downpour. A soggy burger sitting on a BBQ, deflated bouncy castle and a selection of damp toys are among the abandoned items revealed to the viewer.

The film then takes us inside the home, scanning the scenes of parents and kids alike engrossed in various tech-enabled activities all connected by EE Full Fibre broadband including streaming, gaming, taking and uploading selfies with a pony and making videos for TikTok. The film ends by panning to a clown sat amongst the chaos, looking miserable as the only person who isn’t online, before the familiar voice of Kevin Bacon reminds viewers that ‘when everyone is online, EE Full Fibre gives you the speeds you pay for’.

  • Broadband Made for Moving:

The second narrative depicts a house filled with the universal pain points of moving home: a sofa stuck in the front door, unpacked boxes scattered chaotically around the rooms and a mum, dad and daughter perched uncomfortably on makeshift furniture around a laptop.

Demonstrating how EE customers can get online from day one – and before their home broadband is set up – the mum taps her phone to activate her EE mobile hotspot and tethers to the laptop with her free one-month unlimited data boost. The advert culminates with the group letting out a sigh of relief and settling in for an evening of boxset streaming.

  • Broadband Made for Gaming:

The third story opens on a man sprinting down the street with sirens going off in the background. Anticipation builds as the man goes to extreme lengths to get to his destination, sliding over the bonnet of a car, spinning around street corners, and hurdling over walls. He doesn’t slow down as he reaches his front door, leaping past a glowing EE Full Fibre Broadband router and past a boy sat streaming a show on the TV. He catapults himself into a bedroom where a girl is sat on her bed, two controllers in hand and passes him one. The man apologises, ‘sorry love, work lagged a bit’ before Kevin Bacon announces that ‘nothing beats EE broadband at handling lag, so bring on game night’.

The TV campaign is accompanied by a series of bespoke creative executions for social channels. The edits created for YouTube play on the social media channel’s familiar ‘skip ads’ button, reimagining the functionality for the everyday moments that everyone wishes they could fast forward.

Pete Jeavons, Marketing Communications Director at EE, comments: Our Full Fibre broadband has been created with the needs of our customers at its heart, able to cope with the online demands of all the family, even at peak times. This campaign dramatises how the speed, reliability and power of EE home broadband benefits our customers in a multitude of settings; whether it’s shopping, streaming, online gaming or remote working, our customers will be able to do it all seamlessly, even at peak times, on the UK’s most reliable broadband technology.”

William John, Executive Creative Director, Saatchi & Saatchi adds: “This isn’t bland broadband, this is broadband made for those moments when you really need it – our campaign looked to showcase that through fun, intriguing and insightful situations that we can all relate to.” 

The campaign, planned and bought by EssenceMediacomX and OOH agency Posterscope, sits across a range of channels with custom executions tailored to maximise engagement for each format and platform. Broadband Made For You goes live with a nationwide TV campaign on Friday 21st July during Celebrity Gogglebox on Channel 4, with other key broadcast slots including:

  • Love Island (ITV 2) – Friday 21st July
  • Rob & Romesh Vs (Sky Max) – Friday 21st July
  • 2023 FIFA Women’s World Cup (ITV) – Saturday 22nd July

The campaign will also run across out of home (OOH), video on demand (VOD), cinema (in key family viewing films such as Barbie) and social channels with edits and content developed specifically for digital.

EE’s home broadband offering has been designed with customers in mind. It can handle anything you throw at it, whether you’re a home mover looking to get online from day one, a busy parent that’s working from home yearning for the Wi-Fi speeds you pay for, even at peak times, or a gamer after a connection without interruptions.  EE pay monthly customers who take out an EE home broadband plan can also receive a one-month mobile data boost at no extra cost.

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